Virtual Kreation E-Business Consulting

Pay-Per-Click

June 8, 2009

Pay-per-Click (PPC) Advertising is a major component of Search Engine Marketing. Different from Search Engine Optimization, Pay-per-Click is also known as sponsored search marketing. Pay-per-Click Account Management requires requires expertise many areas such as: keyword selection, PPC ad creation and comprehensive knowledge of the major PPC systems. The goal of every Pay-per-Click campaign is to maximize client’s site traffic, click-troughs and conversion rates while while discouraging traffic from anyone that is not considered a qualified lead.

Keyword Selection

The very first step in any Pay-per-Click campaign is to carefully select a set of optimal keywords in a PPC campaign. These set of keywords collectively should generate a significant search volume while having relatively low competition. There are many techniques that can be used during the keyword selection process. In some cases, you want to target keywords in the “long-tail” of a keyword list, which means you are targeting keywords with very little search volume, but with virtually no competition. In this technique, a large number of such keywords could collectively bring a decent traffic amount at a relatively low cost. No matter what technique is used during the keyword selection process, the goal is to generate the highest amount of traffic and conversions for the least amount of money. However, it is important that you keep one thing in mind – time is money. So when evaluating your PPC Campaign ROI, make sure that you take the time you invest in managing the PPC into the equation.

Pay-per-Click Ad Creation

Pay-per-Click (PPC) ads are unique and different for traditional advertisements. PPC ads have required format and style as dictated by the specific PPC systems such as Google, Yahoo and MSN. unique goal. In addition to having a predefined length, format and style, these PPC ads also have to comply with the advertisement rules described by the individual PPC system. There are restrictions and guidelines on how these ads should be written and what they can say. In addition, there are unique product categories and specific words that are prohibited in these PPC ads. Every PPC ad needs to be reviewed and approved by an ad editor at the PPC system before it can be used. The goal of PPC ad writing is to create the most effective PPC ad that will meet the guidelines imposed by the PPC system while generating an increase traffic of qualified prospects to your website.

Pay-per-Click Systems

The major Pay-per-Click systems are: Google, Yahoo and MSN. These systems are considered to be the top-tier PPC systems. There are a number of 2nd and 3rd tier PPC systems that include: Business.com, Clicksor, ePilot, Kannodle and more. For a large list of PPC system go to our Resources Page. It is important that one understands that in the first-tier systems, in addition to displaying PPC ads in their systems, these companies also display PPC ads in a series of partner sites. Each PPC system is unique and different. From the tools they provide to the way the rank your PPC position to Pricing – each system is different. Understanding the different PPC systems is vital for a successful PPC campaign.

Landing Pages

A landing page is a webpage that is designed to be the first page to be displayed when a prospect clicks a PPC Advertisement. A good landing page should follow some general guidelines to be effective. First of all the landing page has to be relevant to both the keyword term and the PPC advertisement. The primary goal of the landing page is to persuade the prospect or individual to take some action like signing up for a newsletter, buying a product or service or taking some type of action. With that goal in mind, a landing page need to be visually appealing, easy to follow and have minimal information while providing the prospect a clearly defined call-to-action.

PPC Campaign Tracking and Bidding

After your PPC campaign is crafted and deployed, its has to be managed and monitored. This is really what PPC account management is all about. A large part of that process involves managing the bidding of the selected campaign keywords to ensure that your PPC campaign is generating maximum traffic while attaining positive ROI. There are many strategies for keyword bidding. The most effective keyword bidding strategy to use will depend on a number of factors such as keyword terms, search volume, competition, price range, click-through rates and the individual PPC systems. The goal of your bidding strategy is to minimize your PPC expense while maximizing your traffic and ROI for each keyword.

Reporting

How do you know if you PPC campaign provided a good ROI? Which keywords (if any) were the most effective? What elements in the PPC campaign need to be optimized? All of these questions are simply answered by a PPC campaign comprehensive report. Part of our PPC management process includes monthly reporting to our clients to ensure that they can verify the effectiveness of their campaign. This is a vital part of our process to insure that our clients can see how their money is being spent and PPC advertising impacts their business. Our comprehensive reports allow customers to evaluate how profitable their PPC campaign is while providing useful metrics that allow us to further optimize the PPC campaign to improve its ROI.