Pay per click advertising is an effective means of positioning a non-ranking site on the top page of a search engine results page. Pay per click, or PPC, links are those that appear adjacent to search listing results on the right hand side of the page. Before a marketer can begin to work on PPC ads, he should be familiar with the working of PPC and how best to use it to its maximum potential in Internet marketing campaigns.
Pay per click is a self explanatory term that gives you an inkling on how the marketing goal is achieved. Under the terms of the pay per click advertising contract, the ads of subscribers appear in the righthand column of the search engine results page for selected keywords or phrases. If the ad is clicked by a visiting surfer, the owner of the ad is charged the amount previously contracted for each click-through. However, no payment will be required if the ad appears, but surfers fail to click it.
Pay per click advertising is offered at all of the major search engines, including Yahoo, Google, Bing, and Miva. Marketers are responsible for creating their own ads and doing their own keyword research. Certain search engines provide analytics tools that help marketers with their research. Some popular tools are Google Traffic Estimator and the equally popular Google Keyword Research. These tools guide the advertisers in determining which keywords are popular in their niche and which keywords are likely to generate a high rate of hits.
Once the marketers have narrowed down the keywords to use in their ads, they can get busy developing the ad content. A user who clicks a PPC ad is directed to the advertiser's landing page, and the advertiser's account is charged the amount bid on that keyword click. These marketing pages must also be well planned so that they are able to hold the surfer's interest. A common theme among landing pages is offering incentives, such as sales or giveaways. Such bargains encourage the visitors to create an account or, at the very least, leave an email address which can be used for future offers.
Marketers use a variety of programs to determine how well their PPC plans are working. Marketers can benefit by knowing which keywords generate the highest hits or knowing the marketing cost for each confirmed sale. The online tools help them understand these statistics. Web optimization tools are essential in learning where the weakest parts of a PPC plan are so they can be strengthened to improve results. With the use of such tools, marketers can enhance the relevance of a landing page by linking it with the keywords that appear to be the most successful. Marketers are also able to select a variety of highly-searched keywords and connect them to a variety of landing pages.
Given how effective these PPC tools are in evaluating the strengths and weaknesses of a company, some marketers have taken to enlisting the services of these tools during the design and organization of their marketing campaign, long before the actual advertising begins. This reverse approach is more likely to ensure success of a venture when a site comes online.
For website owners who are looking to boost their online presence, PPC advertising plans can be extremely effective. If, however, marketers are to make money using this kind of strategy, the keywords must be thoroughly researched, the content must be highly relevant, and the process must be constantly monitored to ensure it maintains its effectiveness.
About the Author:
Rob is an internet marketer and works hard to provide SEO and PPC services to local businesses. If your looking to get a foot hold on page one of google, contact him here
Source: http://www.articlesnatch.com/Article/The-Abcs-And-123s-Of-Pay-Per-Click/4425837
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