Pay-Per-Click Marketing
Pay-per-click or PPC is an important aspect of web-based marketing. Search engine optimisation (SEO) is intended to improve the number and quality of your visitor through the normal search engine results (what is often termed 'natural search'). PPC side-steps natural search by buying prominent placement for your site.
It works like this:
- Draft a short advert containing a link to your site
- Select one or more keyword phrases which you would like to trigger your advert.
- When a user types one of your chosen keyword phrases into the search engine your advert is displayed
- Every time a user follows the link in your advert through to your website you’re charged a small amount. This amount depends on how many other advertisers want to use this keyword phrase. It may be as little as 3 pence.
PPC is a good option for the quick start-up of an e-commerce site, before natural search SEO techniques start to take effect. It is also good for checking a new site for 'saleability' by getting a higher volume of targeted visitors to your site earlier. It is very good for high value low volume type of products as a few well targeted visitors can bring in a lot of money while costing very little.
Although PPC can be a very effective marketing tool many companies are actually losing money on their PPC campaigns (and don’t even know it!). It’s important to get the setup of the campaign, the keywords selection and the wording of your ads just right. It’s also vital to be able to analyse the performance of your campaign to enable fine tuning its performance over time. For these reasons it can be more cost effective to get someone with experience of running PPC to help you setup and run your campaign.
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