Get on Top of Major Search Engines With PPC
What is PPC?
Pay-Per-Click, or PPC,
is often used by businesses to advertise on search engines. Advertisers
can create an account to display ads on search results pages for
keyphrases they wish to bid on. They can set up their accounts so that
they only pay when a user actually clicks on an advertisement that
links to the advertiser's website or landing page. The cost of a click
varies greatly, from 5 cents to over $100. Advertisers will only pay
the publisher up to a maximum PPC rate that is controlled through the
campaign management portal. This allows businesses to advertise their
company no matter what their budget. Many search engines and portals
offer this kind of paid search advertising but the most popular are
Google, Yahoo!, and MSN.
How can Businesses use it to gain
immediate exposure to targeted traffic?
Advertising always helps promote the business. PPC
expands your connections because it can reach all over the web. Using
the right keyword for the ads can gain immediate exposure to your
business and get your site to the top of the search results page.
Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter are the
largest network operators that provide PPC. Advertisers place bids on
the keywords they think are most often searched by the target audience.
Once the potential visitor types in the keywords or phrase in the
search engine, the advertiser’s ad may be displayed. PPC, done
correctly, can lead to an increase in traffic, can better qualify the
traffic the site gets, and can lead to higher conversion rates. PPC
done wrong can be a huge waste of money, which is why many businesses
have a professional manage their campaigns.
How can PPC support SEO (Search
PPC helps get more traffic from search engines but
it can also enhance search engine optimization. The presence of PPC ads
sponsored search can boost click through to natural search results
because of the confidence searchers gain when they see the site listed
twice on one page. In fact, research shows that there is a 60%
likelihood that a site will be clicked on when they site appears both
in the natural and paid search areas of the search results page.
PPC also produces fantastic reports that show
which keyphrases give the most band for the buck. With PPC campaign you
can find what keyword converts before engaging so much time with SEO
campaign. SEOs can then use that information to determine which
keyphrases to optimize a page for. This will save money in the long run
as a well optimized site can drive in plenty of highly qualified free
Case Study. We have
been running a PPC campaign for www.FibrexGroup.com and its e-commerce
sister site, www.BuyRecycledProducts.com for several months now.
Through PPC, we determined early on that “recycling containers” was by
far their hottest and most lucrative keyphrase. We then SEO’d both
sites for “recycling containers” and several other similar variations.
Over time, www.FibrexGroup.com rose to the first 3-5 positions on
Google for “recycling containers” and the nacent
www.BuyRecycledProducts.com went from nothing to #15 in just 2 months.
With so much natural traffic going to these sites, we were able to stop
bidding on “recycling containers” with no economic impact to the
business, saving it $550 per month.
The key to a successful PPC campaign lies in
proper analysis, study, and adjustment decisions. Effective PPC
advertising needs a tightly-controlled theme of keywords/ keyphrases,
well written ads, and links to goal-centric landing pages with clear
calls to action that target your keywords directly. With proper PPC
management, you will save a lot of money in the long run.
Article Source: http://www.articlesbase.com/ppc-advertising-articles/
About the Author
Darren Kincaid, a WSI SEO Expert, provides top
quality but affordable website design, search engine optimization
(SEO), internet marketing, pay-per-click (PPC), web hosting, and
business management solutions to small- and medium-sized businesses in
Virginia, the United States, and around the world.