Managing a pay per click PPC) campaign is crucial for any business attracting new clients to their site and/or product. While it shouldn’t be your only method of internet marketing, you should devote some resources to it and make a place for PPC in your budget.
PPC companies all over the world provide results – launching their clients onto the top results pages. PPC management companies wage a pulsating bid war on highly trafficked search engines like Google, MSN and Bing.
Every day, Google processes several hundred million queries for information – questions, services, products, brand names and more. Depending on the search query, a wide range of results are returned – each Search Engine Results Page (SERP) glistens with a slender frame of ad space. So-called Pay per click (PPC) advertisements present advertisers the opportunity to bid for a well-placed advertisement (on the right-side nav bar) or sponsored link (at the very top of the SERPs).
As a potential advertiser, it is up to you to perform deep analysis of your market (or devote some of your resources to do this analysis): discover your competition, optimal niche markets, the most penetrating keywords people use to find your information and marry it to copy seductive enough to entice potential customers to click on your sponsored advertisements.
As an advertiser, you pay a little out of your advertising budget every time someone clicks on your sponsored link.
Based on keyword research, your team will need to analyze and target a series of relevant keyword searches and write a catchy ad designed to appear on the targeted SERPs. In order to get into the prominently placed sponsored link area, PPC management teams must place bids with search engine companies. As in all things, the highest bid gets the best placement.
The higher the clickthrough rate (CTR) of the advertisement, the higher the quality score and position of your ad, and the lower your bid costs will be.
CTR measurement serves as a way to monitor the success of your PPC. PPC click-through rates measure the percentage of people who view your PPC advertisement (referred to as ‘impressions’) as well as the amount of people who actually click the ad and proceed to your site.
Under the sponsored links, you will find the organic results – the pages and sites that appear naturally and aided by search engine optimization (SEO), a service which many PPC management companies also offer.
Devoting some resources to the best PPC and CTR services will make money for your business. You can pay someone to do it internally or pay a PPC management company a percentage of everything you make in a month from the new traffic your site is receiving, but long-term investment in a PPC management campaigns will add another constant stream of revenue to your online presence.