Pay-Per-Click (PPC) Marketing: Bring More Traffic
to Your Website With PPC Advertising
One of the biggest challenges facing many websites
is how to generate traffic. There are a number of different ways to
address this, but pay per click marketing is one of the fastest and
most cost-effective ways to bring qualified traffic to your website.
What is PPC? Defining Pay Per Click Marketing
Pay per click marketing is a form of Internet advertising where the
advertiser (company) bids on keywords and pays for clicks on their
online ads. For the most part, PPC advertisements display on search
engine results pages (SERPs) and run at the top of the SERPs and also
show on the right hand column. The most popular paid advertisement
program on the Web today is Google AdWords.
What are the Benefits of PPC Marketing?
Pay per click advertising gives advertisers a distinct means of putting
their message in front of an audience that is actively seeking a
product or a solution. The main benefits of advertising with PPC are:
• Speed - Advertisers can push their ads out to large numbers of
viewers and get instant traffic in a matter of hours, often minutes.
• Targeting - With paid advertising, a company can choose to only bid
on specific keywords, ensuring that their ad only shows on
highly-relevant searches. Advertisers can also choose to target only
those searchers in a particular geographical area.
• ROI Measurement - PPC lets advertisers track the performance of their
ad by measuring ad impressions, clicks, cost-per-click with Web
analytics software. In short, a company will know exactly how much
they're spending and how much they're making from PPC.
It's important to note that the foundation of every successful pay per
click marketing campaign is keyword research. If a company fails to
select the right keywords to create a campaign around, they can waste a
ton of money bidding on unrelated search terms and thereby targeting
the wrong customers. Nothing will cripple a PPC marketing campaign more
than improper or incomplete keyword research.
There are a number of tools to help you conduct your keyword research,
like the free Google AdWords Keyword Tool, so be sure to use them to
help inform your keyword research before you start your campaign.
Pay Per Click (PPC) VS Organic Search Marketing (SEO): Which is Better?
Organic search engine optimization refers to the results that show in
the search engine that are not paid to display. They show up
"organically," hence the name. Both paid and organic marketing
approaches can work to complement one another for advertisers, and it's
recommended that companies employ both methods of Web advertising, but
there are distinct differences between the two.
Here are some things to consider in regards to PPC marketing vs SEO:
• PPC advertising results are more immediate that SEO, which takes
longer to implement and can take months or years to show results.
• Pay per click marketing lets you test different landing pages and ad
versions, so you can determine which work and which don't.
• With PPC, you can choose where you ad places for how long and during
which times of the day, which isn't possible with SEO.
• Pay per click marketers don't have to adhere to the rules of best SEO
practices. PPC ads can be optimized for conversions, not search engines.
As you see, pay per click marketing has some clear advantages over SEO.
But that's not to say organic search marketing isn't extremely
effective and necessary for most websites. In fact, organic search
marketing is a better long term option. But in the short term, nothing
is more effective for bringing qualified traffic to your website than
Article Source: http://www.articlesbase.com/marketing-articles/
About the Author
Ken Lyons is Marketing Manager for WordStream, Inc., in Boston.
WordStream provides Dynamic Keyword Management Solutions through a full
suite of PPC
software tools that feature a keyword
finder for improving pay per click