In the sphere of advanced Pay Per Click (PPC) strategies it is possible to compartmentalize your tactics to enhance overall performance while minimizing costs.
What that means is you can decide how you want to use Pay Per Click and when you want to use it.
Pay per Click is a feature of two companies, Overture and Google Adwords. These firms allow you to bid on targeted advertising. The more money you are willing to spend in PPC advertising the more often your advertisement will come up on higher ranking websites. The price you bid is the price you pay for every visitor to your website that was directed through Pay Per Click.
You could pay for the management of your PPC advertising, but with a little research you should be able to manage your own account without too many difficulties.
When you sign up as a client for PPC you fill out information about what keywords or phrases you are seeking to target. You also devise a brief advertisement generally consisting of text only (this text can be altered at any time). You also include the web address you need the PPC link to send customers to.
Strategies for experienced users of Pay Per Click allow you to place your bid based on the Return on Investment (ROI) performance. This allows for ad price adjustments based on the purchasing performance of your visitors.
Some PPC clients will maximize certain time frames and turn off advertising during other parts of the day. By doing a little research and conducting some initial micromanaging many PPC customers are finding they are better able to increase their ROI.
If you are concerned that there may be more potential clients that will use PPC it is possible to place a cap on the maximum clicks you are willing to pay for in a day. When that click count is reached the ad is removed from circulation.
If the idea of PPC is new to you it is possible you may wonder where these ads are placed.
Your PPC ads will show up on potentially hundreds and even thousands of websites that provide information or services on the keyword or phrases you’ve chosen. These sites have elected to place these ads in exchange for a commission on any PPC that originates from their site. This commission is managed by the PPC company you are dealing with and is not an added expense to you.
For many web owners this is a win-win situation. They are confident your product has a tie to what they offer and when someone clicks on your link the web owner gains some residual income. In some cases that income more than pays for the costs associated with operating their website.
Scott Lindsay
http://www.articlesbase.com/communication-articles/what-do-you-want-to-pay-today-pay-per-click-overview-57385.html
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Today, the Supreme Court, of Chief Justice John Roberts, in a decision that might actually have more dire implications than “Dred Scott v Sandford,” declared that because of the alchemy of its 19th Century predecessors in deciding that corporations had all the rights of people, any restrictions on how these corporate-beings spend their money on political advertising, are unconstitutional.
In short, the first amendment — free speech for persons — which went into affect in 1791, applies to corporations, which were not recognized as the equivalents of persons until 1886. In short, there are now no checks on the ability of corporations or unions or other giant aggregations of power to decide our elections.
None. They can spend all the money they want. And if they can spend all the money they want — sooner, rather than later — they will implant the legislators of their choice in every office from President to head of the Visiting Nurse Service. …
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Let me first say that Google Adwords (Google pay per click), when done correctly, will give you the best return on your money compared to other online advertising options. At the same time, if you don’t know how Google evaluates your campaign, it could cost you a fortune.
Let’s first examine how Google is different from other search vehicles. Most search engines base the placement of your ad on how much you pay per click, i.e., the one who pays the most for a specific keyword will be positioned in the #1 spot.
Not so with Google. In an attempt to deliver more relevant content to its readers, Google uses several parameters to determine the order in which it serves up its ads. Not knowing or ignoring these parameters can cost you big! And unless your enterprise has very deep pockets, it can even mean the difference between success and failure.
When doing a pay per click campaign on Google, your ad position will be based on keyword selection, ad relevance to keywords, bid price, average click rate, how long visitors stay on your site, and even the match of your landing page to your ad and keyword. Essentially, you could be paying the most per click and be listed in the 5 position! Or vise versa, you could be paying less than the top 5 bidders and be in the #1 spot!
When setting up your Google Adwords (pay per click) campaign, all these elements will affect your position in the ranking, so make sure that:
• Your keywords are not too broad
• Your ad relates to your keywords (keyword grouping is important)
• Your bid price is at least competitive
• Your click rate is good (above 1-3% is great, below 0.5% is a killer)
• Keywords you choose match the content on your landing page
• You use text instead of Flash. This is very important…using Flash landing pages without text will affect your ad position in a negative way (Google perceives pages with no information the same as pages with non relevant information).
The more you adhere to these parameters, the lower your cost per click and the better your conversions will be. I appreciate Google’s well thought out ranking policies. When searching online for info, I hate nothing more than clicking on an ad that sends me to a page that has little or nothing to do with what I am researching. If I don’t see relevant information within a few seconds, I’m gone, and irritated about the waste of time!
Look for our next article, where we’ll cover “The biggest mistake when doing Google Adwords”. Sign up for our “Marketing Insight” ezine and be the first to view it.
The article is brought to you by Peter Grundner at P&T Enterprises
For more information please visit www.how2succeedonline.net and www.myedconline.com
Pete Grundner
http://www.articlesbase.com/marketing-articles/internet-marketing-insight-how-google-ranks-your-pay-per-click-campaign-why-you-need-to-know-133534.html
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