Pay per click (PPC) is an Internet advertising system used by search engines and websites. Advertisers pay the search engine when their ad is clicked. Advertisers typically bid on keywords and key-phrases relevant to their target market.
All the major search engines provide PPC systems, Google AdWords, Yahoo! Search Marketing, and Microsoft Ad centre are the three largest networks who provide pay per click services. Cost per click (CPC) varies on competition or the amount of advertisers bidding on that term.
Small Business should use pay per click advertising because of many reasons but mainly it is accountable, you can control your budgets and you can target keywords that are too competitive or where your SEO has not caught up.
As a small business you are probably already using Pay per click within your internet marketing strategy, hopefully it is working well for you. However, even if it is working well for you there may be a tip or two below that could make it work even better! Here is my top 6 tips for pay per click advertising.
Optimise your landing pages: Google’s quality score assesses on-page text and load time to determine relevancy (relevance score), and therefore your final click price and ad position are directly related to the CPC. Make sure the keywords you are using within the ad are also on the page that you are directing them too.
Test your ad copy: Always find time to test ad copy and effectiveness. Try different headlines and sales terms, low cost versus affordable, great value versus huge discount. You may find that certain keywords are more effective than others, if so, record the non-effective replace with the more effective and move on.
Test Landing Pages: More importantly, test which landing pages result in better conversion. You can accomplish this by creating an identical ad, yet linking it to different pages.
Use Phrase / Exact Match: It is difficult to get a great ROI with broad match strategy. Instead, use phrase match or exact match to focus in on specific phrases.
Don’t do Bidding Wars: The number one spot doesn’t always convert best. In fact, position 2, and position 3 sometimes outperform position 1. Unlike SEO position 1 isn’t always the best, focus on conversions and return on investment rather than focusing on top position.
If your SEO already ranks well: If you are in the top 3 organic positions for a keyword, you’re probably better off not bidding on those terms, if you do choose to buy them try bidding less and going for position 4, 5 or 6. If you are position 1 for your company name don’t bid on that at all, they already know who you are, and they are going to click on the natural result anyway.
I hope you find my Pay per click tips useful, if your PPC is getting to much for you or you would prefer someone else to manage it for you please see my PPC page at: https://www.internetmarketingstrategy.co.uk/pay-per-click
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These are some really good tips for Pay Per Click. It is also very important that you know how to use PPC, other wise you might end up paying a lot more for the keyword and in the worst case scenario you maybe blocked for using the keywords. Company Formation
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