Online Marketing Tactics: Pay Per Click Advertising

In the last issue we talked about using link building as an online traffic tactic.
In this issue we are going to talk about pay per click advertising and how this
powerful online marketing tactic can benefit your business.

Online Marketing Tactics: Pay Per Click Advertising

Pay Per Click (PPC) is a paid advertising method that is used to target consumers and direct traffic to websites, products and services. Advertisers pay the publisher a certain amount of money every time the ad is clicked on by one of their visitors.

How it works:

  • Advertisers (in this case you) bid on keywords and phrases that are relevant to their target market.
  • Publishers (website owners) show the ads on their websites via pay per click search engines, like Google Adwords.

When it comes to a fast return on your investment, pay per click advertising can generate almost immediate traffic to your website and help increase your profits very quickly when you utilized properly.

Pay per click or pay per view ads can be used to effectively drive traffic to your website or to directly promote your products and services. As with any other online marketing tactic, pay per click advertising has a bit of a learning curve and is not for the faint of heart.

  • If you don’t know what you’re doing you can spend a lot of money with little or no result.
  • On the other hand, if you do know what you’re doing and you run your campaigns effectively, you can start seeing your profit margin increase substantially in a very short amount of time.

While there are several places that you can run your pay per click advertising campaigns Google Adwords, Yahoo! Search Marketing and most recently most recently Facebook Ads are among the most popular places to start a campaign.

When it comes to launching a successful PPC campaign there are three main components involved:

  • Relevant content
  • Keyword selection
  • Campaign monitoring

The goal of any pay per click campaign is to introduce targeted consumers to your products and services. The content of your ad copy is an extremely important part of this process. You need to make sure that it is relevant to your market, enticing and encourages them to take action and click on your ad.

Keyword selection is critical. Consumers conduct online searches using specific keywords to find what they are looking for. Your ads will show along side the search results as well as on webpages according to the keywords you’ve chosen. The better your keywords are targeted to those consumers the more successful your PPC campaign will be.

You will want to make sure that you closely monitor your PPC campaigns, so that you can track successful ads and eliminate poor performing ad copy and keywords. Pay per click networks include powerful tracking software that will help you monitor every aspect of your campaign. This can help you evaluate each ad individually and effectively increase your Return On Investment (ROI).

When it comes to running a PPC campaign you can either choose to do the work yourself or you can hire a PPC specialist get the job done for you. Companies that specialize in PPC management and search engine marketing are fairly easy to find. Just do a search online and you will presented with a wide variety of options. Look for companies that are both certified and reputable. Don’t be afraid to ask questions and check their references.

Before you decide to hire a PPC specialist you will want to make sure you have a basic understanding of what they can do for you, how much you are willing to invest and whether or not they guarantee you will see results for your investment.

Whether you choose to run your PPC campaigns yourself or hire a specialist, PPC marketing can be an excellent way to start seeing traffic and profits for your business in a very short amount of time.

Make sure you look for your next issue soon. We will be talking about social network marketing and what makes it such a powerful online marketing tactic for business.

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