PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their online ads is clicked. Essentially, it’s a way of buying visits to your website, rather than attempting to have them come to your website organically.
Search engine advertising such as Google Adwords is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering or product they are selling. The cost of getting your website ad to the top will depend on the competitiveness of that keyword.
Conducting PPC marketing through AdWords is particularly valuable because, as the most popular search engine, Google gets massive amounts of traffic and therefore delivers the most impressions and clicks to your ads. How often your PPC ads appear depends on which keywords and match types you select.
See Me Digital Internet Marketing will guarantee the success of your pay per click campaigns by focusing on the following:
Keyword Relevance – Crafting relevant PPC keyword lists, tight keyword groups, and proper ad text.
Landing Page Quality – Creating optimized landing pages with persuasive, relevant content and a clear call-to-action, tailored to specific search queries.
Quality Score – Quality Score is Google’s rating of the quality and relevance of your keywords, landing pages, and PPC campaigns. Advertisers with better Quality Scores get more ad clicks at lower costs.
PPC Keyword Research
Keyword research for PPC can be incredibly time-consuming, but it is also incredibly important. Your entire PPC campaign is built around keywords, and the most successful AdWords advertisers continuously grow and refine their PPC keyword list. If you only do keyword research once, when you create your first campaign, you are probably missing out on hundreds of thousands of valuable, long-tail, low-cost and highly relevant keywords that could be driving traffic to your site. See Me Marketing will do all of this for you as our pay-per click marketing strategies are designed for our clients to experience an increase in qualified traffic & seeing higher conversions.
An effective PPC keyword list should be:
Relevant – Of course, you don’t want to be paying for Web traffic that has nothing to do with your business. You want to find targeted keywords that will lead to a higher PPC click-through rate, effective cost per click, and increased profits. That means the keywords you bid on should be closely related to the offerings you sell.
Exhaustive – Your keyword research should include not only the most popular and frequently searched terms in your niche, but also to the long tail of search. Long-tail keywords are more specific and less common, but they add up to account for the majority of search-driven traffic. In addition, they are less competitive, and therefore less expensive.
Expansive – PPC is iterative. You want to constantly refine and expand your campaigns, and create an environment in which your keyword list is constantly growing and adapting.
Managing Your PPC Campaigns
Once See Me Marketing has created your new campaigns, we will manage them regularly to make sure they continue to be effective. In fact, regular account activity is one of the best predictors of account success. See Me Marketing will be continuously analyzing the performance of your account and making the following adjustments to optimize your campaigns:
Add PPC Keywords: Expand the reach of your PPC campaigns by adding keywords that are relevant to your business.
Add Negative Keywords: Add non-converting terms as negative keywords to improve campaign relevancy and reduce wasted spend.
Split Ad Groups: Improve click-through rate (CTR) and Quality Score by splitting up your ad groups into smaller, more relevant ad groups, which help us create more targeted ad text and landing pages.
Review Costly PPC Keywords: Review expensive, under-performing keywords and shut them off if necessary.
Pay Per Click campaigns just like Search Engine Optimization is not something you set up once and do not update. Creating effective Pay Per Click Campaigns are a living object that needs to be monitored and changed as needed to ensure that they are optimized and creating the most conversions.