SEARCH ENGINE OPTIMIZATION

Pay-Per-Click As Catalyst

For Exponential Business Growth

United Cyber Development's organizational policies and views of

pay-per-click (PPC) marketing and how to fully utilize its potential

ROI-driven

Pay-Per-Click Solutions

If you own or manage a business of any sort, you can benefit from learning the basics of pay-per-click marketing, commonly referred to as “PPC”. Effective use of PPC marketing can help your business reach a much wider customer base in a cost effective manner. Let’s take a look at the basics of PPC marketing and help you figure out how it can boost your sales.

The Nuts and

Bolts of PPC

PPC is an online marketing strategy in which marketers pay a fee whenever people click on their Internet ads. In a nutshell, PPC is a means of buying visits to your company’s website. It is a direct route to reach interested parties rather than the indirect marketing route of an organic campaign in which visits are “earned”. The logic of using the PPC marketing method is that it allows companies to only pay only when a potential customer actually visits the site. For many, this is a cost effective means of advertising as it helps businesses reach already-interested parties. So companies get what they pay for with PPC. There is no risk of spending for an overarching ad that airs on numerous stations, newspapers or magazines in order to reach the masses who might not actually have a genuine interest in the product or service.

The Impact of PPC and

Search Engines

Advertising on search engines is one of the more popular forms of PPC. It empowers marketers to bid for advertising place on various search engines’ sponsored links. So when a prospective customer searches for a particular keyword that relates to the business or its products, the PPC ad(s) will show up at the top spot on the search engine results page. This is a savvy way to market one’s products or services because it allows the business to directly market to individuals who have a legitimate need or desire for the product being sold. These individuals are the perfect targets as they will likely have a continued need for the product across posterity. There is no doubt that PPC is an excellent means of connecting with people who are inclined to be loyal customers far into the future. Consider how effective the same marketing dollars would be when spent on a traditional outbound advertisement such as a billboard that tens of thousands of people might see. Sure, the billboard will have mainstream exposure yet it will be shown to all sorts of different people, many of whom have no need for your company’s products. Your company’s marketing dollars are better spent on PPC ads shown to those who are ready to spend on your company’s products.

The Basic

Economics of PPC

One would think that the cost of a PPC marketing campaign would be quite hefty considering its ability to reach customers who are sincerely interested in a company’s particular niche and/or products. However, PPC is surprisingly affordable. Here is how the economics of PPC work. You pay the search engine a fee each time someone on the world wide web clicks one of your ads that redirects to your website. However, this fee should not prevent you from engaging in PPC marketing. The actual visit from the customer who clicks your PPC ad is typically worth more than what you pay. As a hypothetical, consider a situation in which you pay $2 for a click but that click results in $200 worth of business. Sure, this is a best case scenario but it is certainly possible. Those small fees you pay for each PPC click really do have the potential to lead to hundreds, thousands or tens of thousands of dollars worth of business across posterity.

Understanding The

PPC Essentials

Merely creating a PPC ad off the cuff won’t suffice. PPC ads require the use of certain keywords and the organization of those keywords into ad groups and campaigns. It also requires that you create a landing page that is specifically optimized to convert interested prospects. So, PPC requires some work yet it usually pays off in the form of newfound customers who have a consistent need for what your business sells.

Understanding The

PPC Nuances

Most people who own or manage a business have no idea that search engines actually reward marketers who create highly relevant, focused and smartly targeted PPC campaigns. The companies who create such highly desired ads are rewarded in the form of a cheaper cost for each ad click. As long as your company’s ads and the accompanying landing pages help customers and prove satisfying, there is a good chance that Google will charge you less per click. The result will be increased profits for your business.

PPC With

Google Adwords

The most popular PPC advertising system is Google AdWords. This platform exists to help your business create advertisements that are displayed on Google’s search engine as well as other Google properties. AdWords operates on a bidding system in which marketers place bids on keywords and pay for the resulting clicks on their PPC ads. Whenever someone hops onto the world wide web to conduct a search, Google’s technology taps into a pool of its advertisers to pinpoint ads that will be shown on the highly coveted search results page. In order for your company to emerge as a “winner” in AdWords, you have to satisfy a number of requirements. Don’t be intimidated by this process! It is actually quite simple and user-friendly. The factors that determine the winning Google AdWords bid range from the sheer size of the keyword bid to the relevance of the keyword as well as the ad campaign. This PPC marketing system is incredibly popular because it empowers companies with winning bids to reach flocks of prospective customers at a price that doesn’t break the company’s marketing budget. Look for Google AdWords to continue to grow across posterity.

PPC is Centered on

Keywords

Every company’s PPC campaign is centered on keywords. Your company’s keywords should meet a number of criteria, the most important being relevancy. There is no sense in paying for web traffic that does not relate to your business or its products. Figure out the perfect keywords for your business and you will enjoy a higher PPC click-through rate, a reduced cost per click and more sales. The keywords you select for your PPC marketing campaign should also be exhaustive. This means that these words should consist of the most commonly searched words in your company’s niche as well as the “long-tail” of the search. This term refers to keywords that aren’t very common or specific but collectively represent the brunt of search-driven traffic.

Though it takes some time and effort to conduct keyword research for PPC purposes, putting forth the effort can pay massive dividends. You should continually expand your company and industry PPC keyword list. This way, you will stay up to date on the terms that your customers and fellow competitors commonly use. Pinpointing these keywords for PPC marketing campaigns will connect you to prospects who conduct online searches, consistently driving traffic and business to your website.

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