Pay Per Click Advertising
Pay Per Click Advertising is a relatively recent trend in search engine marketing, and many business owners do not understand the concept of the term "pay-per-click advertising", nor do they realise the enormous potential it can have in bringing more qualified traffic to their websites, attract new customers to their business and increase sales.
Even those who who understand basic search engine marketing techniques often fail to make the distinction between pay per click advertising (PPC Advertising) and organic search engine optimisation (SEO).
Pay per click advertising (PPC) is the placement of a small ad on the search results page for a specific keyword or phrase, in return for a specified payment when a visitor actually clicks on the ad. The PPC Advertiser pays nothing to appear on the results, they only pay when someone actually clicks on their ad.
The term "pay per click" means exactly what it says: the advertiser pays each time a visitor clicks on the ad.
Google Adwords Pay Per Click Advertising
Google Adwords pay per click advertising allows you to create ads and choose keywords, which are words or phrases related to your business. Your ads then appear on Google when people search on Google using one of your chosen keywords or phrases.
The way Google Adwords pay per click advertising fee structure works is, you only pay when someone clicks on your ad. The cost per click that you end up paying depends on the amount of advertisers competing for the keyword or phrase used by the searcher to trigger your ad.
Google Adwords Pay Per Click Management
Anyone can set up a Google Adwords pay per click advertising account and learn to manage their own pay per click advertising campaign however this generally takes a business owner or marketing department time away from their day to day duties.
The number of pay per click management companies have grown in number over the past few years with the increasing use of search engine marketing and the power of PPC advertising.
A typical pay per click management company understands how to get the best results and the best return on investment when using Google Adwords pay per click sponsored advertising. They will identify your online advertising goals, help you to establish a monthly budget with how much you want to spend and setup your Google Adwords account and campaign to maximise the effectiveness of your pay per click advertising budget.
A typical Google Adwords campaign management company will organise the following on your behalf:
- Setting your business up with a Google Adwords account
- Establishing a monthly budget
- Identifying the best keywords to use for your industry
- Writing appealing ad copy for each advertisement
- Bid management & optimisation of your keyword bidding
- Tweaking your Adwords campaign as needed to improve click through rates
- Regular reporting of results of your campaign
Cost of Pay Per Click Management
There are different models of payment used within the PPC advertising management industry, ranging from a flat fee per month to a percentage of your total monthly spend.
Beware of DEO's - De-Optimisation Companies
A de-optimisation company is a search marketing company that does not provide a total search marketing that includes PPC and SEO as part of the online marketing solution for your business. The main reason they don't do this is they don't know how.
Never let your PPC managment company build or host your website, it's a conflict of interest.
Many website designers without search engine optimisation experience have turned to Pay Per Click Advertising in order to be able to provide their clients with a solution to get their clients businesses found on the first page of Google and other leading search engines. The problem is that they do not provide clients with an organic search engine optimisation component.
Reporting is also an important aspect when it comes to test and measuring a pay per click advertising campaign, as this is where you can improve the effectiveness of your campaign.
If you are using a pay per click management company then you should always ensure that you maintain access to your Google Adwords account. This way you can get access to all your reports and clearly see the effectiveness of your campaign. If a company says they cannot allow you access, they are not telling the truth, and more importantly they are going against the policies Google sets out for Google Adwords campaign managers.
Being able to read and download reports yourself will give you a clear picture of the following:
- No of Clicks (Actual clicks to your website or landing page)
- No of Impressions (No of times your ad was triggered)
- Clickthrough Rate (Percentage of clicks compared with impressions)
- Most Popular Keywords
- Cost of Click per Keyword
- Non Performing Keywords
Websyte Corporation SEO and PPC Advertising
The key to a successful search engine marketing strategy is to ensure you take an holistic approach that incorporates Natural Organic SEO, Strategic Internet Advertising and properly managed Pay Per Click Advertising.
If you are looking for a complete search marketing solution that ensures your business is found on the 1st Page of Google, Yahoo and MSN Live, Websyte Corporation can help!
Talk to us today about how Natural Organic SEO and Pay Per Click Advertising can increase your ROI and grow the bottom line of your business.
Phone: 03 9416 9211
Ask us about our 1st Page Google Guarantee!
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