PPC: Get your business the first position in the Search Engine.

Even if search engine optimization has become nowadays number one factor influencing business’s sales, pay per click advertising holds significant relevance since it provides greater control on the site’s appearance in the search engine. The competing web spaces pay a fee to the search engine every time a user is clicking on a conversion page. However, to do that each search engine lets advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering. Even not 100% controllable, pay per click model can be especially consistent with a new website launching as most probably will deliver the result we need.

A campaign in Adwords (the most popular PPC advertising system) takes several aspects to be designed. From keyword selection to organisation of them into meaningful campaigns to optimised web-pages set for conversion. If these are done as more search engine friendly as they could, Google rewards the marketers by charging them less for each click. The main factor that Google estimates in order to rank a page high in the paid search is by default a metric called Ad ranking which comprises of the highest amount an advertiser is willing to spend multiplied by the Quality Score of the page which takes into account other factors.   

Conducting PPC marketing through AdWords is particularly valuable because, as the most popular search engine, Google gets great amounts of traffic and delivers the most impressions and clicks to your ads. How often your PPC ads appear depends on which keywords and match types you select. While a number of factors determine how successful your PPC advertising campaign will be, you can achieve a lot by focusing on:

  • Keyword Relevance – Crafting relevant PPC keyword lists, tight keyword groups and proper advertising text
  • Landing Page Quality – Creating optimized landing pages with persuasive, relevant content and a clear call-to-action, tailored to specific search queries.
  • Quality Score – Quality Score is Google’s rating of the quality and relevance of your keywords, landing pages, and PPC campaigns. marketers with better Quality Scores get more ad clicks at lower costs.

The match type concept focuses on controlling what type of searches can trigger your ad. For example, you could use broad match to show your ad to a wide audience or you could use exact match to hone in on specific groups of customers. Keyword match types are categorized by Google as exact, broad, broad modified, phrase, and negative match. Each of these is pretty much self-explanatory but we are going to review them in the next blogpost.

Facebook ads operate on a pay-per-click basis too, but their targeting options are completely different to search engines. Google ads usually aren’t getting to waste as a website will be shown according to the words the user typed in. Facebook on the other hand provides advertisers with advanced segmentation options, data such as location gender and several demographic filters enable your business to target exactly who you want to. This is very powerful tool because advertisements can also appear to specialised groups that may get interested to your products right away as your post will seem relevant to them.

Pay per click model holds certain advantages that assist SMEs and startups to find their place in Google ocean. Namely these are

  • when it comes to reaching your target audience in the fastest possible way
  • everything we do has a clear measurable target
  • changes in Google algorithm do not impact paid search
  • Businesses get to pay the search engine when users click on your site not when your link appears in the search engine environment. This defines ppc model as pretty inexpensive

Finally, we do recommend that businesses shouldn’t rely heavily in paid search instead if some work should be done, is elementary on page optimization. You get higher chances increase your unique visitors and impressions number if your site is Google friendly and you achieve organic ranking. Of, course if a business decides to exploit search engine marketing utilities, an integrated plan containing both search engine optimization and paid search tactics will work best.   

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