Understanding pay-per-click advertising
You go to a typical website and see lots of ads. But what might not grasp is this: the majority of the advertisements use some form of pay-per-click advertising, otherwise known as PPC advertising. But what is it? Quite simply, the advertiser pays a fee to the website owner each time a blog reader clicks on the advertisements. It’s a way for businesses to purchase visits to their site, rather than getting unique visitors the old-fashioned way.
A PPC campaign isn’t that much different from an ad campaign on Facebook, Instagram or Google. It starts with selecting relevant keywords to your brand. If you’re selling a new snow shovel, for instance, you would not target those people that live in warm climates. Keywords should relate specifically to your business and your product. You want to narrow your target audience to who is likely to buy it. This is going to give you a higher click-through rate, which is those people clicking on your advertisement and following through with the sale.
Pay-per-click advertising can also be adjusted if your keywords and/or targeted traffic is lagging. If you’re not seeing the expected sales, go into your ad campaign and alter the keywords. Change who you are targeting. If you are unsure who to target, connect with people on message boards or Facebook groups. Ask who would use your product and why. Give them free samples to try as long as they promise to leave a testimonial or review in return. Pay-per-click advertising can be effective, but you have to target the right customer. If you target a snow shovel to someone who lives in sunny San Diego, this is not to result in a sale.
At the same time, pay-per-click advertising can be quite a challenge. Tinkering an advertisement with the correct keywords—and the perfect target audience—can be extremely costly. It doesn’t take long for an advertisement to reach the $1,000+ budget. Those that have this much money to spend are researching their brand carefully. They know which keywords and phrases their customers search for in Google and Bing. They understand their customer’s problems and they provide the solution. But you don’t have to spend into the quadruple digits to make one sale. Start small and target one customer. Then, spend $20 or $50 more and target 10 more customers. Before you know it, word of mouth advertising is more effective than your PPC campaign.
Similarly, PPC offers what’s referred to as remarketing. This is where businesses create traffic from those visitors that have been to their website. It allows the brand to customize the advertisements according to the visitor’s interests. These ads can include video and/or images, as opposed to those advertisements that are only text. It gives you more of an advantage to make a sale. If you are selling a product that is generally sold upon the customer seeing it before hands, such as shoes or a lamp, then you want to have this style of advertisements. It’s going to advance your business.
Finally, do not forget to track your analytics. This is especially important if you’re starting your first pay-per-click advertising campaign. What keywords didn’t create a sale? Get rid of them. What keywords made 50 or 100 sales? Keep them! Tracking your analytics helps you know where you are at with your campaign. It helps you realize if you’re targeting the right demographic, age group, gender, region and so many other categories. Keep track of this information in some way. Some companies prefer a spreadsheet or keep track of them on notecards. You have to create a system or how will you know what works? So get busy. Create your pay-per-click advertising campaign and watch your customers buy your products. Your business will be successful if it’s done right.