What is Pay Per Click Advertising?

Pay Per Click is an online advertising format that allows you to buy your way to the top of search results pages. This tactical form of advertising permits you choose keywords or phrases you would like your site to be associated with when a search is performed. Organisations have the ability to decide how much they are willing to pay each time a person clicks on the search results. 

As with most advertising, the more money you are willing to spend through Pay Per Click, the higher your site will appear in the results for the keywords or phrases you select.

How does Pay Per Click Work?

Try searching on Google or Yahoo for a common keyword like ‘hotels’. Notice the results at the top of the page labeled as ‘Sponsored Links’ or ‘Sponsor Results’? – These are examples of PPC advertising. The appearance of ads varies. Numerous results may appear in the same format as the main search results on the page, while some are listed within colored text boxes.

PPC advertisements are generally ranked based on a combination of popularity and how much organizations are willing to pay to advertise using each search phrase. Advertisements are bought through Pay Per Click advertising suppliers, primarily Google and Yahoo who also display advertisements on affiliate, smaller search engines.

Why is Pay Per Click effective?

Essentially you’re advertising directly towards your target audience because they are actively searching by using keywords associated with your organisation.

They actually want to do business with you.

A carefully executed and successful Pay Per Click advertising strategy and campaign has the potential to present a staggering return and create countless brand-building opportunities.

Tips to conduct a successful Pay Per Click campaign

Indentify who is your typical customer

Ensure you properly target search engines that would appeal to your target audience. PPC campaigns can expand your marketing scope to targeted audiences. They are also ideal at building brand awareness - propelling clicks and sales leads.

Be aware and pay close attention to your markets segments – they constantly change.

Use a considerable number of relevant search phrases

The more keywords you use, the greater the traffic generated towards your web site. Devise as many keywords and phrases you can think of that best describes your products or services. Advertise using keywords that also are associated with your product and services names, codes, business location and even potential questions your target audience may use to search.

Direct users towards your landing page

The landing page is the most important page featured on your web site. It generates user interest and sales leads – so don’t send users on a wild goose chase to find what they are looking for! Create simple and efficient navigation, with engaged content for users to scan – containing important keywords that will entice potential customers to spend more time on your website.

Monitor your results

Yes, we have all heard the expression ‘You need to spend money to make money’. Keep track of how much you are spending on Pay Per Click versus profits generated from the ads. Install free tracking tools and applications to measure which keywords are driving more effective results for your dollar.

In order for organisations to extend their business brand online, they must embrace and utilise the most up-to-the-minute online advertising techniques in order to dominate the online marketplace.

New online capabilities are constantly evolving and changing in order to appeal to users ever changing preferences, therefore online marketing strategies most also adapt – in the process organisations must create new and innovative ways, such as Pay Per Click advertising to expand online market shares.