Maximizing Pay Per Click

For those of you running an online business, Pay Per Click (PPC) is a wonderful advertising tool. Search engines such as Google, Yahoo, Bing, etc. provide listings for specific products based on bids. You bid on a keyword, for example: You’re in the ski equipment business, you bid .10 on the word ‘skis’. Chances are the highest bidder for ‘skis’, taking into account relevance and quality score , will be found at the top of the listing for ‘skis’. Second place will go to the second to highest bid and so on. You only pay when a browser clicks on your listing and is redirected to your site. There is no cost to be listed, you only pay per clicks, hence the term, PAY PER CLICK.

The advantage to PPC is the quick traffic increase. If you’re willing to spend more, you will be listed on top and prospective buyers will see you first! If you’re ads are well-written and browsers are searching for the keywords you bid on, you will get clicks as soon as your ad is posted. Many times you can luck out with your choice of keywords. If you are marketing a product and you are focusing on something that’s not a common keyword, for example interjecting a brand name, ‘FlyAway Skis’, the bid amount won’t be high and you will get top placement for that listing for a quarter of the price!

In addition Pay Per Click is extremely flexible. If for some reason you notice a change in browser behavior you can adjust your keywords accordingly, unlike search engine marketing or regular advertisements where you wouldn’t notice a change until weeks, perhaps months later.

You do need to beware though of getting caught up in a bidding war over keywords. Trying to be the top listing for a popular keyword might cause you to spend way more than your potential profits.

A wonderful way to avoid this and to get the maximum out of what PPC can offer for you is by hiring a professional PPC management company to manage your PPC campaign.

There are a few important points to focus on to really maximize you results: One of the main things is KEYWORDS. When operating an online business , running a few thousand keywords is not uncommon. When you take into account the variety of products and brands you are marketing, only by running thousands of keywords are you really taking full advantage of this focused advertising tool.

You must track your conversions in order to stay on budget. A conversion is any time a visitor to your site takes an action that benefits you. For example, completing a purchase, registering for email updates, completing a sales inquiry form, etc. If there is no benefit to you if a visitor visits your site without completing a purchase, PPC might not be for you.

Analyzing buying patterns to see when the visitors to the site are buyers as opposed to browsers with no intention to buy is an important factor. Having people just randomly visiting your site without a focus is not always beneficial to you. You’re paying for their clicks and they’re not really focusing on your site and what you have to offer. It might be worthwhile to analyze the sales activities over a couple of months to see when you reap the most profits.

The overall point to keep in mind is to focus. Pay per click should be dealt with as you would any other type of paid advertising. Make sure to have clear, short term goals in mind, and don’t get carried away with the clicks.



Leave a Reply