Pay Per Click (PPC) advertising is unique to the Internet and more so for the online marketers. Marketers or advertisers use this form of advertisement to promote their products and services through other people’s websites. Pay Per Click is indeed an essential component of search engine optimization campaigns.
The practice of PPC entails the purchase of sponsored ad links that appear on the result pages of a particulars search engine. When web users click through the ad link, the marketer pays the website owner where the advertisement is hosted. The advertisements that appear on a website are generally relevant to the content within the website.
BENEFITS OF PAY PER CLICK ADVERTISING
While other forms of online advertising keep evolving with the simultaneous evolution of online marketing, PPC advertising still holds presents some advantages for the online advertiser. Some of these include:
Pay per click advertising is much faster than organic search engine optimization: Once the advertising program (for example Google Adwords) approves the advertisement, the ad links appear immediately on the relevant websites. This is unlike organic search engine optimization that may take a long time for the search engines to crawl, index and rank your site at the search engine result pages (SERPS).
Pay per click has a wider reach and offers more room for experimentation with keywords: On organic search engines, you will find that it can be difficult to be ranked in the top 10 listings for the most competitive keywords. However, PPC advertisements allow marketers to choose competitive keywords and to bid for them for higher listings.
PPC advertisement programs allow advertisers to experiment with keywords and key phrases to determine the ones that generate the highest conversion rates: Advertisers can easily monitor, track and adjust the keywords and phrases depending on the analytics about their keywords’ performance.
PAY PER CLICK PAYMENT STRUCTURES FOR MARKETERS
The fee an advertiser will pay when web users click through an ad link will entirely depend on the program the advertiser is working with. Pay per click advertisement is referred to in this way because the advertiser only pays when web users click through the ad link and are directed toward a specific landing page. When marketers advertise through a search engine’s PPC program, the cost per click rates are determined by a bidding structure. The advertiser simply selects keywords and bids on these relevant keywords and phrases. The advertiser who places the highest bid is able to use the specific keyword or phrases for their advertisement.
Pay per click advertising is also applicable in affiliate marketing. In affiliate models, the partner or publisher site is awarded incentives for every web user who clicks through the marketer’s website. In return, the marketer receives platform when buyers and prospects can click through to access the products or the point of product purchase. For the advertiser of a product, the PPC model of affiliate marketing is valuable. This is because the advertiser will only pay the affiliate if the affiliate manages to attract web users to click through to the advertiser’s site and perhaps purchase a product or service. This is also known as pay for performance marketing.
THE BEST PROGRAMS FOR PAY PER CLICK ADVERTISING
All the major search engines have a pay per click program for marketers. The differences in the programs include features such sponsored ads, ad layout and the payment structures for advertisers. These programs include:
Google Adwords: This is the best-known PPC program. It is easy to use for most beginning advertisers and it offer dynamic analytics for tracking your PPC campaign. There are no minimum limits as to what an advertiser can spend on their PPC campaign with Adwords. You simply choose your budget.
Bing: Microsoft’s search engine is a pretty new one but it can offer advertisers better chances of reaching a narrower or more targeted audience. The keyword bidding competition is also less fierce on Bing than it is on Google Adwords.
Yahoo Search Marketing: Yahoo allows advertisers to place PPC ads on websites with content that is highly targeted to the ad. Advertisers may also place sponsored link ads for greater visibility.
OPTIMIZING YOUR LANDING PAGE
Optimizing your landing page is an important aspect of enhancing the success of you pay per click campaigns. In fact , PPC campaigns are more than just creating engaging ad copy that directs web users to the landing page. What happens when they get to the landing page and the visitors do not convert to potential or real customers? Admittedly, up to 98% of site visitors who come to a landing page leave the page without making an inquiry about the products or services offered. The bounce rate for a large majority of websites is an estimated 95%. These are quite high figures that could impact negatively on your PPC return on investment (ROI).
However, marketers can consider several best practices to optimize their landing pages for higher conversions and better ROIs. All it takes is some simple A/B analytics, a proper marketing strategy and adequate planning; this will ensure that visitors to your site have better engagement with the site, leading to valuable conversions.
Here is what you can do to get started with prepping up your site’s landing page for a successful PPC campaign:
Keep the Page Simple: Sometimes new marketers assume that complex pages are better than simple ones. But the truth is a cluttered, hard to use website will put off many site visitors. Keeping your landing page simple means including a single action you want the site visitor to undertake.
Draw Attention: Your landing page is your call to action page. After users click through your ad links they come to this specific page and what they should find is a clear way to get to a product or service or at least a way to inquire about it. Your call to action must be prominent on the landing page. For example, place the ‘sing up’ or ‘download now’ button in a strategic and prominent area on the landing page where all the site visitors can see and click through it.
Break It Down: If, there are several steps involved for the user to take a specific action, break them down into simple steps. This will engage the site visitor and make it easier for them to complete the process and even provide their personal information.
The most functional landing pages are simple and make it easy for users to navigate through the site. Landing pages are far from being static and permanent; on the contrary, they change with time and require your constant input beyond placing a pay per click ad.