What Is Pay Per Click Promotion And How Should It Work For Your Website
December 3, 2009
Pay per click marketing is a sort of Online Marketing that allows the advertiser to put adverts on the search results page of any given search. The search engine will simply sell the space for the advert to them but they will only make a charge to the organisation for the space if a searcher actually clicks the advert. When the searcher clicks the advert, most probably because they are interested in what the advert says, they are taken directly to the advertisers web site so that they can find out more detail and ideally make a purchase.
This whole system of advertising relies on the correct mixture of keywords – the words entered into the search engine by searchers in order to locate what they are looking for. If the business has opted to have a pay per click deal on a keyword entered by a particular searcher the search engine will display the businesses advert along side the “organic” results normally listed in the main body of the page. Therefore it is crucial that the business who wants to advertise it’s goods online chooses keywords that are being used by their potential customers to seek out their products.
You can either use the services of an Online Marketing business to handle the pay per click advertising or you can do it within the organisation. The process is rather simple although a little time consuming and basically consists of the following:
Deciding on a pay per click provider. These providers are mostly the search engines themselves and indeed pay per click adverts are frequently the largest income generators for the search engines. You may also discover that you can use a pay per click service on a price heck website. Once you have chosen the provider you need to select the keywords that you are concerned with. Take care to ensure you have chosen the best possible ones to define your product. The majority of the search engines will have tools that you can use to select the best ones in terms of number of searches.
Then it is crucial to decide how much you want to pay each time someone clicks on your advert. The more you are prepared to pay the higher up the sponsored advert listing your Search Engine Placement will be. One piece of advice here is to look at the less popular but more specific keywords or phrases. If you can get one of these in your campaign you can end up with quite a low spend, get a decent number of clicks but have a great conversion to sale rate from those more specific customers. To give an example, imagine you deal in “blue desert spoons” only, if you choose a keyword of “spoons” you will get a large number of people searching but they may want any colour or sort of spoon. Of course the majority of them you won’t be able to sell to as they don’t want a blue desert spoon. And yet you will have paid a high pay per click cost for a high number of clicks. Now if you chose “blue desert spoons” as your set of keywords you would get a lot less clicks because of the reduced number of searches and reduced airing of your ad. The people who do click through to your website however, would be perfect customers. Your sales will be high and your cost per click on such an obscure set of keywords low.
So we can see that pay per click is a helpful tool but pay careful attention to the keywords you go for, help can be provided by an online marketing or Search Engine Optimisation Company if you’re struggling.
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