PPC Campaigns
Pay Per Click campaigns can be used to increase the number of visitors to your site. It can be useful to kick start a new site as no long term factors such as Pagerank are needed.
PPC campaigns use image or text adverts placed on other websites or search engine results. For each person who clicks on an advert, a fee is paid by the advertiser. The amount paid for each click is determined by the popularity of the keyword, i.e how many other advertisers want that keyword in their campaign.
Although less popular keywords and keyphrases are cheaper to buy, it is important to make sure they are consistent with the landing page. It’s no good getting cheap traffic that aren’t interested in your products because of unspecific keywords.
The landing page is where the user will arrive when they click on an advert. It should have all the necessary information to get the visitor to make a purchase. This includes every available detail about the product, clear high quality images, good pricing and trust factor.
It is important to keep a track of ROI (Return On Investment) while running PPC campaigns. This means click throughs from adverts must be tracked to see how many convert to sales. If the total profit from sales is less than money spent on ads, and your time to manage them, a new strategy is needed.
Some PPC campaign managers start with hundreds or thousands of relevant keywords. They then track the performance and weed out keywords that are performing badly. This can be very costly, and probably isn’t possible for many small businesses. It is usually possible to do this on a smaller scale, using variations of advert text and keywords.
Posted by Tom on Tue 16th Dec 2008
