Pay Per Click Marketing On Search Engines
Besides SEO, another form of highly successful and fastest growing Search Engine Marketing (SEM) Tool is Pay Per Click Marketing (PPC). It is an advertising technique used on advertising networks, websites and search engines. Affordability and effectiveness are the beneficial characteristics of PPC campaigns that result in its successful growth in this area of SEM.
Google Adwords, the most popular PPC program on the internet, offer content-based advertising and deliver targeted audience to advertisers. It is sometimes referred to as performance-based marketing as advertisers paid only when viewers click and read their advertisements. Besides affordability, Google Adwords offers detailed tracking and analysis of the visitors to your site, their behaviour, the number of hits of your advertisements, the clickthrough rate, as well as the conversion rate into sales.
Who Needs Pay Per Click Marketing?
Pay Per Click Marketing is one of the best ways to market your website. If you want immediate results with maximum exposure to your potential customers, then PPC is a very powerful tool to generate sales leads for you. PPC is also the quickest and most cost effective way of putting your business listing on the front page of major search engines such as Google, Yahoo and MSN.
By initiating a SEO/SEM campaign, your website will receive targeted traffic when using proper keywords directly relevant to site's content. Between the period from indexing to receiving good organic ranking and traffic, it is advisable to use Pay Per Click Marketing to drive immediate traffic to the site.
Benefits of Pay Per Click Marketing
The idea of PPC marketing began with affiliate marketing, and grew into a billion dollar industry. There are several benefits to Pay Per Click Marketing that you will not find in any other internet marketing strategy.
First, the traffic you receive from pay Pay Per Click Marketing is targeted. It means that everyone who visits your website through your Pay Per Click Marketing is interested in your products or services. With other forms of internet marketing strategies, the type of traffic you are generating for your website may or may not be as targeted.
Second, pay Pay Per Click Marketing is affordable and budget friendly. In most cases you can set daily or even monthly spending limits on your campaigns or account. Since you are only charged for clicks to your site, you will spend less money on advertising as a whole.
Finally, Pay Per Click Marketing is a wide open market as in some cases you can dominate a market through the purchase of keywords. The potential for advertising is just unlimited and PPC marketing appears to be the smartest move that any internet marketer can make.
PPC marketing is much more than paid advertising. Not only it is the best return on advertising investment available, it should be at the heart of all marketing campaigns.
With Pay Per Click Marketing, there is very little guess work involved.
However, many traditional advertisers do not understand the power of Pay Per Click Marketing. Many businesses still take it as a separate advertising model and fail to attempt to merge with their traditional off-line campaigns.
Below are 4 examples of how to relate pay-per-click statistics to other marketing efforts:
1. Ad Testing
The major search engines allow advertisers to run multiple ads for the same keyword. Using various messages reaching potential customers, advertisers are able to track which advertisements attract the most visitors and more importantly which advertisements attract higher ROI.
Ad rotation provides the advertiser great insight into the mind of the customer. For example, do customers click more on advertisements that offer “Free Delivery” or “Free Item with Purchase?” Another example, does the term Discount convert better than Guarantees?
To get accurate measurements on ads, it is important not to let the search engines optimize the rotation of the advertiser’s ads. By default, search engines tend to serve the better performing advertisements more often. The problem is search engines measure “better performing” ads with those having higher clickthrough rates (CTRs) and quality scores. Although, that may work for some advertisers, the real test of an advertisement is what happens after the user clicks on the ads, and how well it converts to sales.
2. Solid Geo-Targeting statistics can help off-line campaigns
Pay-per-click geo-targeting lets advertisers target ads to specific countries, regions and languages. Geo-targeting significantly benefits companies with smaller budgets, by allowing product promotion strictly within the majority of customers' region.
Geo-targeting resolves and eliminates any geographic uncertainty about customers. For instance, more customers from Region X may click on ads. However, more customers from Region Y actually convert and purchase.
By combining geo-targeting testing with ad rotation, advertisers can also detect if specific messages convert better in various regions.
Equip with this strong geographic customer analytics, it has enabled advertisers to target all marketing initiatives to specific regions.
3. Discover keywords for organic search rankings
With pay-per-click reporting advertisers are able to know what the customer is typing in search engines. By reviewing periodic reporting, they are able to tell which keywords bring in highest clickthroughs and most importantly which keywords bring in the most revenue.
Instead of creating SEO initiatives to tackle hundreds of keywords, the top converting pay-per-click keywords are targets. Link buildings, site contents and various other SEO techniques can push these elite keywords.
Advertisers save a great deal of valuable time and money as they are aware which keywords converts , and which do not. The numbers and statistics are provided. By following the PPC campaign keyword statistics advertisers are able to get instant customer analytics to use for SEO efforts.
4. Learn the customer's language with exact keyword matching
Often advertisers get caught up in internal jargon. Within the industry it may be an acceptable form of communication. However, it is the customer that pays the bills.
To obtain accurate results from pay-per-click, having various match types is essential. By bidding on all variations of keywords advertisers are able to see which keywords customers are typing into a search query. Google, as an example has four different keyword matching options (broad, phrase, exact, negative), each with their own advantages and disadvantages. For example Broad Match, the default setting, includes all variations of the keyword in the query.
However, Exact Match is the most targeted option available. It only shows ads when the exact phrase is used. Exact Match will provide instant feedback into the language of the customer. It is not to say there is not a place for broad, advance, or any other match type. Ideally, all variations should be tested. In fact, Exact Matching will inevitably bring in fewer visitors than other forms of matching. However, Exact Matching is a great way to gather instant customer analytics.
By analyzing pay-per-click reports advertisers are able to pull dramatic customer analytics. With that knowledge all marketing campaigns can benefit thus eliminating traditional guess work from traditional advertising.