PPC stands for pay per click. Affordable, easy, and convenient PPC search engine advertising allows corporations, and small business to reach new markets in cyberspace. The core of PPC has become about creating leads. Leads help potential buyers find information which in turn helps a buyer find a product or service.
PPC and Rankings
Different search engines have different criteria for listing websites. Landing a site or advertising on the first page of a website significantly increases the likely hood of a business’s product or service being bought. Websites are given a ranking on their quality and how aligned it is to the search criteria. High-quality websites high in the rankings have relevant information on it describing the product or process as well as educating the public on it. An enormous benefit of using PPC search engine advertising comes as giving natural qualified traffic to a website. A business paying by click for an ad wants buyers not explorers clicking on ads. Otherwise, one is charged for a click that did not result in a sale.
Specific words or phrases are worth money. In a process called bidding businesses compete for keyword lists. Bids come in anywhere from hundreds of dollars to thousands of dollars. Highest bids get top placement on search engine pages. Sweet spots exist on the page where metrics show a viewer looking for a particular product or service will likely click it the word or phrase is in that spot. For a new company or product choosing a logo or business name becomes paramount. Doing research to find terms that are not overly used gives the best opportunity for posting on the first page.
Three key elements exist in PPC search engine advertising.
- Monitoring the ad
- Analysis that shows the response to the ad
- After metrics refining the ad
Managing the ad as it rises and falls on the site helps optimize profits. Changing a word or two here and there can significantly increase revenue. Metrics let one see which word buyers respond to most frequently. Different geographical areas respond to different words or phrases so tweaking for a particular area becomes important as well.
It is all About Relationship
Best practices have been geared to creating long term relationships with online buyers. Buyers like information, reviews, recommendations and engaging articles. A popular technique is to put a sign up on a site and then send out a newsletter or e-zine of what your business is about. A business can build a list of buyers for future endeavors or new product lines. Advertising with a good product or service line eventually ends up on social media. The best advertising of all word of mouth happens naturally. It has been known for buyers to bring more buyers to the website recommending the information offered since it applies to their lives and needs.
PPC lets business advertise in an affordable way. It lets small business has a better chance of being heard in the market. Digital agencies specialize in the techniques for successful marketing. Explore the options. Try an ad or two to become familiar with the process. Then hire a specialized firm to do a large campaign as a result.
Jessie Burris is a professional blogger that provides insight and information on PPC management services. She writes for PPC Hero, a leading PPC Agency. She was once a Toronto SEO Expert but now resides in cyberspace as a digital nomad.