Pay-per-Click Marketing(PPC Marketing)
Pay-per-Click or PPC is an important strategy which helps to send messages to our target audience or relevant customer group. PPC marketing is a kind of marketing where search engine advertising is used to generate clicks to your website, instead of earning those clicks organically.
The below image is an example of PPC Marketing where green highlighted boxes shows ads that would pay when searcher clicks on link.
The 3 big PPC systems are
- Google Adwords
- Yahoo Search Marketing
- MSN Keywords
Google Adwords is most commonly used PPC program. When a user type a word which is relevant to your business, your text Ad would be displayed if you have bid on that word for your Ad. You will be charged if and when the user clicks on your Ad, and hence the name is “Pay per Click”. For example, if you have a website on holiday travel trip and someone who search for travelling, then your ad displayed .If he clicked on your website link you will be charged.
Running Ads through PPC Marketing
Keywords Building – First you need to build a list of words and phrases that would help to get traffic to your page. Keywords means the words that would describe your business or website, and a user is likely to use while searching for that product or service.
Decide your Budget – You need to decide how much amount that you can spend for your campaign after searching how much each word will cost you. Keep a balanced budget, because having too many keywords would exhaust your money and less keywords would not drive enough traffic to your site.
Review Periodically – Once your campaign is running,you need to check its performance from time to time for effectiveness.So that you can made any necessary changes.
Why should You use PPC Ads?
Immediate Effects – PPC allows your Ad to appear on the top of Google or Yahoo almost instantly.
Target based Marketing – You can target your Ads to a specific country, state or city. You can also select your Ads to run in certain languages, or even in specific time zones. This helps to remove unwanted traffic and reduces cost.
Find out Customers – PPC shows your Ad only to people who are searching for a service or product that you are promoting. Hence you can get relevant customers.
Keep track of Progress – In PPC, you can easily track the performance of the your Ads. You can see the traffic on your pages, the clicks, the conversions and many other things.
PPC Marketing Terms
PPC Marketing uses terms which you don’t come across in other types of marketing. Understanding these terminology can help you to know what you are paying for and what you are getting in the PPC world.
Broad match: A keyword matching method in which an ad is matched with searches that are similar to the specified keywords.
Exact match: A keyword matching method in which an ad is matched with searches that include the exact keyword phrase.
Pay per Call: It is similar to PPC, but here the advertiser pays when the searcher calls a phone number.
Click fraud: Clicks on your ads that were carried out for fraudulent purposes.
Geo-targeting: Targeting ads to particular geographic regions.
Phrase match: A keyword matching method in which an ad is matched with searches that include the exact keyword phrase, though with other words before or after.
Content placement ad: A PPC ad placed on a content page rather than on a search-results page. It is also called a contextual ad.
Impression: An individual placement of an ad on a Web page.
PPA (Pay Per Action): An advertising campaign in which the advertiser pays when a particular action is completed, such as a some product purchased or a form being filled in etc..
Conversion rate: People who performs a particular action; in particular, who come to your site and buy something from your site or provide lead information then a visitor is “converted” into a buyer.
Keyword matching: Refers to different methods for matching keywords associated with your ads, with the search terms entered by people at the search engines; see also Broad match, Exact match, Phrase match, and Negative match.
PPC (Pay Per Click): Advertiser has to pay each time when his advertising campaign clicks by someone.
Landing page: The page the visitor lands on after clicking an ad.
ROI (return on investment): A measure of how much profit you make for a particular advertising investment.
CPM: Cost per thousand ad impressions (the M is taken from the Roman numeral for 1,000)
Negative match: A form of keyword matching in which ads are never matched with searches that include the specified negative keyword.
SEM (search engine marketing): Activities designed to generate business through Web search engines. This term is also used to refer PPC activities.
CTR (click-through rate): The percentage of people seeing an ad who click it.
Organic search results: Nonpaid search results.
To know more about PPC Marketing go through link http://www.wordstream.com/pay-per-click