- About the Search Engines
- Search Engine Optimisation
- Search Engine Marketing
- Key Words & Key Phrases
- Good Page Copy (Text)
- Effective Link Strategies
- Optimise My Website
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Pay Per Click (PPC) Advertising, Campaign Management & Landing Pages
Pay Per Click (PPC) advertising is an advertising technique used on websites and search engines to direct the traffic you want to a landing page on your website.
This is achieved by bidding on key words & key phrases you think your target market is typing into the search engines.
For example, if you are trying to sell purple peanuts, then you would bid on the keyword "purple peanuts", hoping that a user would type those words into a search engine, see your ad, click on it and buy some purple peanuts!
These ads are called sponsored links or sponsored ads and appear above and to the right the organic search results on the page.
Google AdWords, Yahoo! Search Marketing and MSN adCenter are all Pay Per Click (PPC) Advertising services.
Important steps for effective PPC Advertising:
1. A well managed campaign
It is very important that your PPC Campaign is watched closely. Constantly refining and monitoring your key words, keeping a close on on your bid prices and watching your competition are essential to staying on budget and maximizing your traffic.
You don't want to be paying a high bid price for a keyword lots of people are clicking on without converting those visitors into sales or you'll soon run out of cash and have nothing to show for it!
2. A good Landing Page
People looking for your products don't want to be directed to a page about your company, they want to be sent to the page with your product. After all that's why they clicked your ad!
A landing page is a new page on your site designed specifically to present your product, keep the potential customer engaged and allow them to purchase the product you have advertised as easily as possible. Visitors can always read about your company later if they feel they need more information on you or your products.
Designing a good landing page is imperative to converting traffic into sales. A good landing page will also increase the relevancy of you PPC ad and reduce your bid prices!
3. Being Flexible / Thinking outside the square!
It's important to not get stuck in a rut trying to compete with everyone for the same key words. Keep coming up with new phrases, catchy ideas and ads that are going to grab the users attention and make them want to click your ad, not your competitions. Don't be a sheep and follow the crowd, be the leader!