The Reality Of Pay Per Click Advertising

Drawing in the right traffic to your site is the secret to a productive Pay Per Click (PPC) marketing campaign

. Since you pay every time someone clicks on your ad, you want to make sure to attract only targeted visitors, or visitors who are interested in your product or service. How do you do this?

1. Choose the Best Keywords. Broad keywords will generate many untargeted clicks which you will end up paying. Target your keywords specifically that they reflect your business or product. If you sell a product that is available in a specific area, include the location. Try to tweak your keywords to create as many variations as possible.

2. Write Correct and Relevant Ad. The most effective Pay Per Click adverts share a clear idea that is targeted to a specific audience. Mention in your ad that unique benefits the your potential customer will get from your product or service. It's best to make use of simple and direct language and include the keyword in your title and description. Searchers will straightaway make out the ad's relevance to their search.

According to Overture, listings that include the keyword in both the title and description have a higher click-through rate (more than 50 percent higher on average). This clearly confirms the importance of a well written ad copy. In Google, ad titles are limited to 25 characters. Both the description lines and display URL are limited to 35 characters each. This drives you to be clear and straight to the point.

3. Manage your Cost. Most PPC search engines let you set your own maximum value for the cost of every click-through, not counting the monthly maximum. As you are starting your campaign, limit yourself to a small list of targeted keywords and a few different ads. Find out which of them work best and try to adjust the others. It's very crucial that you select the right keywords for a chosen audience to get the most out of your advertising budget.

It doesn't mean that you must bid enough for a top rank just because you can. In comparison to the lower spots in the same page, the top positions may not be that efficient because of compulsive clickers who click without recognizing that the website doesn't contain what they were searching for.

Since a few PPC engines share the top 3 listings, you'll acquire exposure when you bid for these top 3 ranks. However, landing on these positions will cost you, so don't bid over the budget. If the keywords for these top spots are too expensive, try tweaking your keywords so you don't have to pay more than you have to.

4. Experiment and Monitor your Results. To find out what your likely buyers are searching for, try different keywords and phrases. Your Pay Per Click search advertising program will trace the click-through rate for each Pay Per Click advert so you can determine and remove adverts that aren't converting into cash. Try using unique tracking URLs for every advert to identify how many customers have clicked through your site from your advert. You can compute which adverts and keywords transformed the most clicks into cash through this. Continually observe your campaign daily in order to not to waste money on underperforming ads and to bid more on high performing adverts, if at all possible.

If you manage your PPC internet advertising campaign well, you could effectively drive the much needed targeted traffic to your site. You should also understand that PPC search advertising takes a lot of effort and time to get the results that you want. That's the reality of it all.

The Reality Of Pay Per Click Advertising

By: Peter Dulay

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