Pay Per Click (PPC) Marketing
Every website, including yours, requires an online marketing strategy to promote and generate traffic to the website. Pay Per Click (PPC) Marketing is one strategy that may be used to drive traffic and convert sales.
PPC is often used interchangeably with the term SEO, it shouldn’t be, as Search Engine Optimisation (SEO) is not PPC, but the two can be used together as part of an overall marketing strategy.
PPC at a Glance
Pay Per Click advertising is where a business can display an advert within a search engine’s results, by bidding on one or more key terms that are used by a potential customer in a search, and they are charged if the advert is clicked on by a customer, sending the customer to the website.
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An advertiser can choose the terms and phrases to bid upon, and hence when the advert appears.
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An advertiser can choose how much to bid on each search term, which will result in where an advertiser’s advert will appear in search results. Advertising networks like Google Adwords and MSN adCenter will also apply a quality score to the advert, which consists of the advert’s click through rate and the contents of the advertised website, that will also effect position.
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Adverts can be targeted to specific geographic locations and run at a set time of the day or on specific days to suit the target market.
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Strict budget’s can be set by an advertiser to ensure that a PPC Marketing campaign can be controlled.
PPC Marketing for your Business
Pay Per Click Marketing is something that should be considered as part of an overall online marketing strategy, particularly in a website’s infancy or prior to seeing results from SEO. Making the most of a PPC Marketing Campaign is a serious undertaking and is time consuming to get right.
The most important aspect is the key terms that an advertiser is bidding on. These need to be specific and relevant to the business. Broad search terms will result in a many more impressions, displays of an advert, and generate wasted clicks that cost money.
The bid price that an advertiser is prepared to pay must be realistic. In competitive markets advertisers shouldn’t allow themselves to get into a bidding war, paying over the odds for clicks that they can’t afford, just to be at the top of the sponsored listings.
kwiboo employs a number of Google Adwords professionals that will deliver an effective PPC Campaign for your business. If you think your business would benefit from a Pay Per Click Marketing Campaign, please give kwiboo a call on 01449 677 337.