Pay – per – click abbreviated as PPC in the digital marketing world is a mode by which advertisers pay a fee each time one of their advertisements gets clicked. It is a way to buy visits to the advertiser’s site. Advertising on search engines is the most popular form of PPC. Search engine optimization (SEO) and search engine marketing (SEM) are the latest trends in marketing. There are various organizations and individuals who offer seo and sem services in chennai. Marketers and businesses may approach any of the seo company or institutions in chennai that provide training and services.
The best marketing strategy would be a multichannel approach involving traditional and digital marketing. Even among digital marketing there are many strategies that can be applied together for success. Integrated SEO and PPC strategies have been known to be highly productive. If it all goes well, the amount a business pays towards PPC is trivial compared to the sales it may generate. There is a lot that goes into a successful PPC campaign including research and selection of the right keywords, organizing the keywords into campaigns and ad groups. The PPC must be set on appropriate landing pages for optimized conversions. Advertisers who create relevant pay per click campaigns are rewarded by search engines by charging them less for ad clicks.
Google AdWords: This is the most popular PPC advertising system which enables businesses to create ads that appear on Google’s search engine by auction. AdWords allows users to place bids on keywords and the user pays for each click on their ad. Each time a search is initiated by the consumer, Google fetches a few winning AdWords advertisers from existing pool and places it on its space on the result page. The winners are ranked based on two main factors, namely maximum cost per click (CPC) bid and Quality Score. The quality score depends upon various factors such as relevance, rate and quality of landing page).
Success of a PPC campaign depends heavily upon keywords and match types selected. Keyword relevance, landing page quality and quality score are the major aspects of success of a campaign. Keyword relevance refers to relevant keyword list, keyword groups and appropriate ad text. Landing page quality refers to the creation of optimized landing pages to which the PPC leads. The landing page must be a clear call for action that is specific to the search queries. Quality score as mentioned earlier is based on rate, relevance of keywords and quality of landing page. Marketers with higher quality score get more clicks and at lower costs.
PPC Keyword Research: The entire PPC campaign depends upon the keywords. It isn’t a one stop solution. The most successful advertisers refine their PPC keyword list time and again. This helps in keeping the PPC at low cost along with being effective that drives increased traffic to the advertiser’s site. The PPC keyword list must be highly relevant to increase the click through rate (CTR) and effective cost per click leading to increased profits. While “relevant” keywords might sounds like the most appropriate and obvious keywords, the keywords must be exhaustive to include long tail search too. Long tail keywords may be less specific but do account for more search driven traffic. Long tail keywords are less competitive and less expensive. This process must be repetitive in order to refine and expand the success of the campaigns.
Another major factor for success of PPC campaigns is to maintain an active account. Regular account activity is the best forecaster of account success. The performance of the account must be continuously analyzed to optimize the campaigns. The PPC campaigns may be managed by adding PPC campaigns, negative keywords, split ad groups, review costly PPC keywords and refine landing pages. Split ad groups refers to splitting of ad groups into smaller more precise ad groups to increase CTR and Quality score. Costly PPC keywords must be reviewed and low performing keywords must be removed. The landing pages must be refined with content in alignment with individual search queries for increased conversion rates. All traffic must not be directed to the same page.
PPC must not be considered as yet another marketing gimmick by businesses. Businesses ought to know that if they don’t get there, their competitors surely will. Along with search engine optimization, PPC will go a long way to ensure successful business. PPC guides traffic to your website like no other scheme. It increases the business’ visibility online. The major benefit of PPC marketing is that you need to only pay per click. This will also bring you information on possible new contacts and potential customers. The budget can be controlled to suit your needs. PPC marketing is an efficient strategy to reach target consumers with the right ad in the right location and time. PPC can even be set to be device specific. PPC shows faster results than organic search traffic. PPC can help SEO with the success and conversion rate of set of keywords.
While PPC may sound all too easy, it is not. It takes skill and strategy along with a thorough understanding of advertising platforms. It requires knowledge and creativity. This task may be entrusted to an agency or a professional. PPC has to be done right and followed up with updated keywords to reap great ROI.