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Pay Per Click
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By Richard D S Hill
[Hits: 29364]
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Pay per click or PPC advertising is possibly the easiest andmost effective way to market your business online. Getting yourwebsite listed in the search engines is vital due to the factthat the majority of website traffic (statistics say over 80%)comes from the search engines. Effective PPC management beginswith devising a strategy to drive qualified traffic to yourwebsite.
PPC (PPC) advertising is simply advertising your website throughthe use of the search engines' "sponsored listings". When usingPPC you bid on keywords or keyword phrases that your targetedprospects may use to find whatever your website offers. Yahoo!Search Marketing (formerly known as Overture) for instance, onlyconsiders the bid amount in ranking a site. The most popular PPCGoogle Adwords uses bid value and your success (click through)rate.
To develop a your PPC strategy and plan, you must conduct marketresearch. This should consist of identifying your target market(preferably a niche market), identifying keywords that yourtarget market uses to search for what you are offering, andanalyzing the keywords and alternative keywords that will appealto your target market.
During your keyword analysis, you will want to find out howpopular keywords are and what the average bids are for certainkeywords you are considering for budgeting purposes sincedefining a budget is a necessary part of PPC management.
Budgeting for PPC advertising involves not only determining howmuch money you can spend on your campaign, but basing that onthe monetary value of a click to your website since you arepaying per click.
Your conversion rate, the number of unique visitors divided bythe number of sales, plays an important role in determining thevalue of a click to your site for PPC advertising budgetingpurposes as does the average net profit per sale. By dividingyour net profit per sale by your conversion rate, you canaccurately determine the value per click to your website. Theprice per click that you pay for your PPC advertising shouldnot, of course (!!!) exceed this value.
So if your selling a product that gives you a ?10 profit, and aparticular keyword takes 50 visitors to create a sale you wouldbid no more than ?0.20 per click to break even.
A few tips about PPC if you DIY.
1. Don't put more money than you have to into your account -sounds obvious but....!
2. Test, test, test have at least two separate ads for the sameproduct at the same time. Drop the lower performing adverts andadd a new one until you are satisfied with the results.
3. Make sure to keep up with your results daily at the veryleast and adjust your strategy according to results.
4. Continue to look for new keywords and as you find new oneslose the poorer performers.
If you approach PPC advertising logically, follow the directmarketing mantra of test, test, test, monitor results regularlyand make adjustments only according to results PPC advertisingis a powerful tool for driving profitable traffic to your site.
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