Pay per click advertising
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Pay per Click (PPC) advertising has become big business in recent years. Why? because it's totally controllable, highly measurable and it works.
For many businesses it's the first step into online advertising and getting the website found, which means more visitors, more enquiries & more sales.
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PPC TOP TIPS: |
| 1. | Set a daily budget for clicks so that you don't run out of money at the start |
| 2. | Keep checking the performance of your keywords and ads |
| 3. | Write more than one ad and test to see which are the best performing |
| 4. | Send visitors to the most relevant page when they click, not just your homepage |
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Get rid of highly competitive and badly performing keywords |
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How does it work?
You bid on key phrases relevant to the products or services you sell on your website.
When someone searches for one of your key phrases and then clicks on your advert, you pay the bid amount to the PPC service provider.
The more competitive the key phrases are, the more you will have to pay per click.
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What are the main pros and cons?
Pro: It brings immediate results. Natural search engine optimisation can take several months to kick in, so with PPC you can drive traffic to your website in the meantime. PPC doesn’t replace search engine optimisation, but it complements it.
Con: It needs close monitoring. Badly performing adverts or overly competitive keywords will be a drain on your budget.
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Who are the pay per click providers?
There are 3 main PPC providers and they all differ in price, cost per click and where the adverts are served. The return on investment can vary enormously from one PPC campaign to another. Google Adwords is the best known and most popular. Yahoo! Search Marketing shows its ads on sites such as AltaVista, Tiscali & Wanadoo, and the newest provider, Microsoft adCenter, shows its ads on MSN, Hotmail and other Microsoft websites.
Best wishes
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ASK THE EYE:
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What's the most we should bid for our keywords?
How can we improve our PPC ads?
If you've got a question about PPC why not Ask the eye? It's free!
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IN NEXT MONTH'S
EYE LEVEL:
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Measuring success
Is only half your marketing working, and if so, which half? Read our top tips on how to measure the return on investment. It could save you some serious money!
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| Featured Customer: |
Unibind - manufacturers of products for the presentation and protection of printed documents
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