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Leveraging Pay Per Click Advertising In SEM

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Pay per click is an online advertising model used to generate traffic to websites, where advertisers are charged to pay website publishers each time when visitors actively click on the advertisement. In search engines, advertisers bid on keyword phrases relevant to their target audiences. Pay per click advertising could be very effective if done properly. Companies leverage the pay per click (PPC) ads to drive targeted search engine traffic to special landing pages. Landing pages must contain a strong call to action, online visitors should not just get stimulated to click on your website, but to get inspired to buy something, register themselves or email you. PPC provides an immediate exposure to your products and services.  If you are a start up business wanting to make your presence in the online space, it will take time for your website to get ranked organically. Therefore, to get immediate exposure it would be better to leverage your PPC campaign to drive qualified traffic to your landing page. PPC ads are powerful and effective because they promote online businesses, products and services and they specially relate to the visitor’s online search keywords that they are interested in.  Since the ads appear as sponsored links customers are more likely to notice them before the organic results.


Leveraging Pay-Per-Click Strategies:

Set goals for your advertising campaign: Determine what your goals are such as to increase sales of your products or services, to capture customers’ interest or to simply increase traffic to your website. You could decide on how you want your campaign to look and what features you want to add to your site to attract visitors.

Build appropriate Keywords: Build a target keywords list. Google’s keyword tool is great for generating ideas related to your business. Search for keywords where you think your best target opportunities are and explore every keyword that would match your potential customer in the buying cycle.

Competitor Analysis: Check for your competitors’ keywords and how it’s working for them. Test your website and keywords again and again. You won’t get to know which site works for you the best unless you keep testing. PPC advertisements are reliable it’s easy to check keywords that are common to the competitors keywords.

Set a Budget: Of course, for pay per click you are charged for every click to your ad, determining a budget for your advertising campaign is very important. A lot of math decisions are involved in the maximum bidding. You get to choose either a postpaid or prepay. Prepay option could be better so that your campaign will end when you run out of funds. Spend on the search engines (channels) that perform and provide the best results. Set a flexible budget that will be continually changing based on your results.

Think beyond text: To stand out from your competitors you could use videos to promote your advertisement. Your layout and text words should be presentable. If you are an e-commerce website make sure your website has good photos of your products that are prominently featured. And if you’re an e-learning website make sure your ads are free of grammatical mistakes and your video is clear and audible.

Attractive Landing pages: Landing pages are useful because you are selling your business products and services through this page. For example, you want your audience to click on your premium resort package. With relevant content you can build a good quality score. Your ads, keywords and landing pages should me more relevant to attract visitors’ attention to take action on your site.

Get ready for conversions:  As your goal is to drive in targeted traffic to your site, leverage your web design tools. The home page is different from the landing page. Your landing page should drive sales or promotions so that you can track conversions on the back end. Your landing page should be crystal clear to the user, it should be clear to them whether they want to make purchases or get information from your advertisement website.

Evaluate Results: You can measure how much of your targeted traffic is turning into paying visitors. By analyzing your conversion rates you can get a broader look of your customers’ interest.  You can also find out geographically where your customers are located and what their demographics are.

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  • There is 1 comment

    • 5 years ago

      Kiran Lund   /   Reply

      a very informative blog about ppc!! i truely agree that ppc is the most powerful way to promote online business. as this is the best way to make your marketing more effective.

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