Pay Per Click Advertising
Pay per click advertising if offered by several of the search engines including Google, Yahoo and MSN. The pay-per-click or 'sponsored links' search engine results appear on the right hand side and sometimes at the top of the search engines results pages. They are different than the natural results in that they are paid for; a business pays each time someone clicks on their advert which then takes the user through to the businesses website.
What are the advantages to using pay per click?
- You can get a campaign set-up and start getting new visitors to you website quickly. It takes several months, a well designed website and possibly a large number of incoming links to get a website into a high position in the natural results.
- You can target a large number of keyword or phrases. To target a large number of specific keywords in the natural results you'll need a lot of pages on your website (we recommend targeting no more than three keywords on each page for the natural results).
- You can set a maximum budget so you'll always be in control of your spending.
- You can easily track your results by seeing how many customers you get as well as monitoring the website to see how many people are interested enough to find out more information.
- This website monitoring provides a feedback mechanism enabling the campaign to improved rapidly.
- You can target specific geographical areas easily and more effectively than you can in the natural results.
- You can adjust the budget, turn off the campaign, only run it at certain times or on certain days or months of the year. This enables you to control your spending and the amount of enquiries you are getting.
- As the advert will only appear for certain searches for specific keywords or on certain websites so you are not wasting any money showing the advert to people who are not interested in the subject. This is not the case with many forms of traditional advertising such as press or radio advertising where you are paying to target a wide range of people with different interests, many of whom probably won't have any interest in your product or service.
How much does it cost?
The amount you'll want to spend on pay per click is dependent on several factors including: your budget, the return on your investment you are likely to achieve, the keywords and phrases you want to target, how many people are searching for those keywords and how much competition from other websites there is for those keywords. The price for each click can vary widely between a few pence to several pounds depending on the keyword you are targeting and some other important factors connected to the relevance of your advert and website. Campaigns can be run for as little as £50 per month up to several thousands.
Can I setup and run a campaign myself?
Yes you can set up and run a campaign yourself on Google or the other search engines. However when we speak to people about PPC advertising the initial response we often get goes something like "we tried it last year and spent X amount of money but didn't get very good results". We believe this is generally because people aren't using the PPC advertising systems to their maximum potential and don't have the time to learn how to set-up and monitor a campaign effectively. There are lots of different things to think about when setting up a campaign such as testing different adverts, landing pages, geographic targeting, types of keyword matching and bidding strategy. It is important to understand and use all the available features so that you can maximise the effectiveness of the money you are spending on PPC.
How can we help you
Terranova Internet Marketing can plan, implement and monitor your PPC campaigns. The first stage will be to discuss your products and services and decide upon the keywords we will target. We'll look at your website to make sure it is suitable for the campaign and that it will convert some of the visitors into paying customers. We'll design a campaign based around a budget you decide upon and then implement it for you. We'll continually monitor the campaign and change and improve it over time to make sure your getting the maximum benefit for you budget. We'll regularly report to you on the campaigns results and progress. Call us or use the form below and we'll call you back to discuss how we can help you run a successful pay-per-click advertising campaign:
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