Optimizing Your Internet Advertising Strategy Through Pay-Per-Click
Pay per Click or PPC is a new trend in Internet advertising that allows clients to benefit from advances in technology to control, target and track their advertising effectively. It combines established ideas in advertising with new technology that allows the advertiser to measure traffic, identify optimal keywords, and control the campaign.
What is PPC?
PPC, also called Cost per click, allows advertisers to pay the publisher, usually a website owner, for actual traffic directed to the site. This new model of internet publicity allows advertisers to accurately measure and pay for results, defined as the number of times viewers click on a link to view the advertisement. It enables advertisers to reach their target audience effectively and offers a high return on investment in advertising campaigns.
PPC advertisements differ from conventional internet ads in that they are not easily identified as paid ads, while attracting a majority of clicks for keywords with high commercial intent.
Advertisers can use a number of strategies to improve their ROI and the quality of responses. These can help gain a higher click through rate, reducing the cost per click and improving quality scores. These strategies are a mix of old and new.
Tried and tested advertising strategies include: choosing the appropriate platform for your advertisements, clearly defining the goals of your advertising campaign, researching the target audience, and sharp and effective copy that contains a clear call to action.
PPC-specific strategies begin with researching both keywords and negative keywords. These along with geo targeting help direct traffic to your ad. An effective landing page is essential and different combinations of landing pages, ad copy and ad positions should be tested to discover those with the best quality score.
Quality score is a variable used by search engines such as Google and Yahoo to determine the relevance of your ad, keywords and landing page to the viewer. Low- or non-performing keywords, ad copy and landing pages should be replaced to improve the click through rate or CTR. CTR helps gauge viewers’ interest in your ad based on their responses to your landing page.
Keywords are essential to capturing and holding viewer interest. Top-performing keywords should be given an increased budget, while non-performing keywords should be paused or removed. Keywords are also central to optimizing your bid management strategies, which help ensure a prominent location for your ad on a page displaying search results.
Finally, conversions not clicks are the best measure of the success of an online advertising campaign. Your advertising campaign should be optimized for conversions, not clicks. However, a final word of wisdom from traditional marketing is in order here. Display ads are the viewer’s first point of contact with the product or service you are offering. It may not immediately result in a purchase but builds familiarity and trust with your brand, to which the viewer will return when he or she is ready.
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