While search engine optimization (SEO) is an excellent and cost effective long-term approach to search engine marketing, pay-per-click (PPC) is the ideal complement that will get you immediate results. There is no faster way to get your listings at the top of all the major search engines than through pay-per-click marketing.
You can set a budget you can afford, control your ad spend and keyword targeting, and track your ROI over specific time periods. One of the most attractive benefits of PPC marketing is that you get immediate feedback on the results. That allows you to continually adjust, fine tune and experiment with different approaches until you’ve achieved maximum ROI.
Some companies may try to impress you by promising that they will always make sure your pay-per-click ads appear in the top positions. In fact, that is very easy to do…and quite wasteful and ineffective.
The top ad position will definitely get the most click-throughs. However, the cost per click (CPC) may be too high to produce a positive ROI based on the typical conversion rate and the actual value of a conversion.
Furthermore, the top position is significantly more prone to click fraud and compulsive clicking behavior. Statistically, the highest ROI is typically achieved with an ad in position 3-5.
It’s not the raw number of click-throughs that is important, it is the ratio of actual revenue to the cost of all the clicks. Compulsive clickers, bored looky loos and fraudulent clicks cost you money without any benefit.
Another key factor in controlling costs and increasing ROI is careful targeting of buyers who are truly interested in your product or service and ready to buy. Your ad copy needs to discourage clicks from people who actually have no interest in what you offer! Furthermore, your ad copy and your keywords should be skillfully targeted to appeal primarily to people who are ready to buy now rather than those who are only window shopping.
Web analytics and ROI tracking software provides the numerical performance statistics that drive our choice of strategies. Skilled interpretation of performance data is the first step. The success of your PPC campaign requires brilliance in the art of persuasion and dedication to improving your bottom line.
The strategy with pay-per-click is whatever it takes to get the most bang for the buck since every click is going to cost you money. The way the ad is composed will affect how much a click will cost on Google AdWords. Google has its own mathematically determined “opinions” about ad relevance, and not satisfying them can double the keyword price! We’ll compose several ads and see which ones are most cost-effective and results-effective.
Your ads need to be strategically composed to qualify your traffic. You do not want people to click on your ad (costing you perhaps $8.00 for the click) and then realize that your site isn’t at all what they were looking for!
Some ads may be best confined to run only in specific geographical areas. You’ll want to use “broad match” (which will make the ads show up for a wide variety of related terms) to broaden the reach of some keywords, but for others broad match will result in huge volumes of unqualified traffic–an expensive mistake!.
For some keywords, targeting AdSense ads (the ads that go on websites) will be cost-effective, but frequently you’ll find that you get better qualified traffic if the ads are run only on actual search results pages.
Effective pay-per-click strategies are a matter of experience and observation, and it is imperative that you have web analytics installed and tied in directly with your pay-per-click campaigns.
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