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| PAY PER CLICK (PPC) |
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| Pay Per Click is a form of online advertising which allows you to place a small ads on the first page of major search engines that are triggered when a specific keyword or keyword phrase is searched for. |
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| How does Pay Per Click work? |
Pay Per Click systems are based upon keyword auctions. Users bid on keywords (generated by target market research) that people will use as search terms when looking for your key products or services. When someone enters a search phrase including the chosen keyword, the ad relevant to that keyword is shown.
When someone clicks on your advert you are charged a fee ranging from a few cents to a few dollars depending upon many factors including, how competitive your target phrases are and the pay-per-click search engine being used to advertise on. This is known as the CPC (Cost Per Click). As long as you are willing to pay for the clicks your ads will appear in the search results. |
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| When is Pay Per Click most useful? |
Pay per click advertising can be a VERY profitable way to increase sales and leads and should be part of every business owners’ Internet advertising campaign.
For some sites Pay Per Click should not be relied upon as a long term solution due to the need for constant expenditure. Ranking highly in search results can be achieved over time generating a greater return on investment using search engine optimisation. However if your site requires almost immediate visibility in major search engines Pay Per Click may be the answer. Search engine optimisation will likely cost less in the long run, but Pay Per Click will allow your site to appear on the first page of the search engine results within minutes.
Pay Per Click can therefore be used to complement a new natural search engine optimisation service, advertise a new product, promote a near-future event or to counter bad press. |
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| Managing Pay Per Click |
| Unfortunately, managing even a small pay per click campaign can be complex and requires very specialized knowledge and experience. There are several problems that the novice advertiser runs into. |
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Understanding Google’s rules and tips & tricks - Google has lots of unwritten rules for how campaigns should be set up and run. These rules have a direct impact on how much you’ll pay for the advertising. These rules include keyword grouping, quality score, Ad relevancy, bid pricing |
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Bidding on a sufficiently large number of relevant search phrases. |
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Bidding enough for each search phrase so that your text ad appears where it will be seen (for brand awareness) and clicked (to send the search engine user to your web site). |
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Constructing the campaign so it is very targeted. |
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Providing very relevant information for the searchers who click on your text ads. |
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Careful measurement and testing of results. |
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These are the major problems web site owners face; how much should I bid for each search phrase how do I come up with 1000s to 10000s of search phrases, , how do I construct a really targeted campaign, how do I provide really relevant information for the searchers and how do I measure and test the whole thing?
Seed Web Solutions can fully manage your Pay Per Click campaign for you. Our Pay Per Click management service involves multiple advert creation, keyword research and selection, campaign setup, changes to adverts, setting and changing bid prices, conversion tracking and monthly report creation. See how we can make a difference for your business today. |
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