What is the problem?
PPC or Pay Per Click advertising is the generic name given to any online advertising system where the advertiser pays each time an internet user clicks on their advertisement.
The most common and successful PPC platform is Google Adwords which is a system that generates an advertisers display ads on search engine results pages and other content locations based on targeted keywords or ad placements. PPC advertising however also includes systems operated by all major search engines, shopping comparisons sites such as shopping.com, getprice.com.au and myshopping.com.au as well as some banner advertising.
Why is it important
PPC advertising is a highly effective, targeted and immediate method of attracting visitors to your website. Advertisers can choose where they would like their ads to appear, for example in search engine results or on targeted content networks. Advertisers can also choose what keywords will trigger their ads and how much they would like to pay for each click, which can be refined by each specific keyword. PPC advertising can in fact be so granular that specific individual ads can be displayed based on specific keywords and each of these ads can link to the most appropriate page on the advertiser’s website.
Most importantly is the control over costs. In most cases Advertisers can specify an amount they are willing to pay per click which can be specific to groups of keywords and this budget can be adjusted by day of week and even time of day.
With so much control, PPC advertising can be used for ongoing campaigns or run for shorter targeted campaigns; it is one of the most targeted, responsive and measurable advertising platforms available. It does however come with some risks.
Click fraud, escalating costs of high traffic keywords, and high volumes of unwanted clicks are all potential risks of PPC advertising. While it is one of the most controllable advertising mediums, it is also the medium that warrants the highest level of monitoring to avoid budgets being consumed on unproductive click throughs.
What can you do about it?
Most PPC systems are easy to set up and understand for the layman. They also provide a significant amount of analytical, reporting and monitoring functionality, in fact all the tools that are required to run highly effective, high ROI advertising campaigns.
To optimise the ROI on your PPC campaign you should;
1. Create a set of campaign goals and measure your campaign performance against these goals.
2. Monitor carefully exactly which clicks are generating conversions and which are simply bouncing off your site as soon as they arrive
3. Tweak your campaign to prevent your ads showing for undesired search results, for example if you sell computer programs you may want to filter out the words “free’ as in free computer programs
4. Ensure your ads are written to both encourage the right sort of traffic while discouraging the wrong sort of traffic.
5. Ensure your ads are optimised for the best landing pages, and the landing pages are optimised for conversions
6. Make monitoring and tweaking of your PPC campaign a weekly, if not daily part of your marketing routine.
How Outsmart can help
Get more from your PPC advertising campaign with Outsmart PPC services. Whether you are an existing PPC advertiser or looking to start a new PPC campaign Outsmart can help you avoid making costly mistakes and get better ROIs from your campaign.
Outsmart offers the following PPC services:
1. Analysis and strategic review of existing PPC campaigns
2. Establishment of new PPC campaigns
3. Fully managed services
4. Creation of a PPC campaign strategy and training of your staff on how to optimise your campaign internally
5. Adhoc PPC campaign reviews.
Outsmart the competition with Outsmart PPC services today