buying your way to the top with pay per click advertising

Visualize if you could advertise ONLY to bodies who accept actually expressed an absorption in doing bag with you? That’s basically what happens whenever a prospective customer or client types a phrase into a search engine that’s relevant to your bag. But how accomplish search engines decide which sites are worthy of top placement in their search results? It turns out that some of the results are ranked by the search engine’s computers while others are simply paid advertisements from companies ready to buy their road to the top using Pament Per Click Advertising.

Pament Per Click Advertising (PPC for short) is an online advertising format that allows you to buy your road to the top of search results pages for search phrases relevant to your bag. Businesses buy advertising on specific search phrases, and are then charged each age a person clicks buttoned up to their interlacing site.

How does this assignment?

Ace shot running a search on a above search engine according to Yahoo or Google for a accepted consumer product according to “DVD players.” When reviewing the results, you’ll likely beam a set of results labeled as “Sponsor Results” or “Sponsored Link”. Some results may arise in the selfsame format as the main search results on the page, while others are listed within colored content boxes along the site of the page. All of those results are paid advertisements from the sites listed within the ads.

The ads are ranked based on how much a bag is ready to pament to advertise on each search phrase. In the archetype search for “DVD players” the current top advertiser is currently paying $0.81 per click – one penny added than the #2 advertiser.

The ads are purchased buttoned up pament per click advertising suppliers, and the two largest happen to be owned by Google and Yahoo. Google’s program is called Adwords and displays results on, AOL, Buzz Jeeves, abounding smaller search engines. Yahoo’s program is amble by an acquired company called Overture, and the results arise on Yahoo, MSN, AltaVista, and abounding other syndication partners.

Why should I pament for traffic?

For businesses that accept had accomplishment with search engine optimization, the abstraction of paying for visitors is not particularly enticing. However, if you can accomplish added almighty dollar off a visitor to your interlacing site than it costs to amuse them there, why wouldn’t you pament for those visitors? Accumulate in apperception that you can choose exactly what search terms you appetite to advertise on, and you alone pament when a searcher actually clicks on your ad, so it generally comes down to deciding how much you can afford to spend for those visitors rather than whether it’s worth doing at all.

How much should I spend?

The main factors influencing how much almighty dollar can be spent on a PPC campaign are:

1. How abounding searches are conducted per month using phrases relevant to your bag?

2. How much are you, along with your competitors, ready to pament for those terms?

The average monthly ad spend on PPC advertising is a couple thousand dollars, but this varies immensely from less than $50/month for regionally targeted and alcove businesses to millions a month by ample state retailers.

The ambition of any advertising campaign should be to bring in added almighty dollar from the campaign than it costs to amble it. Pament Per Click is no altered, but the akin of detail you can measure in PPC is significantly higher than most types of advertising. For archetype, with relatively inexpensive (some are even chargeless) tools, you can actuate which ads are generating sales or leads for your bag. Beyond that, you can actuate how much almighty dollar you spent on a specific ad to generate a sale or a advance. By measuring what’s working, you can aggressively advertise on terms that prove to be winners for your bag while shutting down ads that don’t deliver.

Tips for Accomplishment

1. Advertise on a ample figure of relevant search phrases. Brainstorm beyond the aboriginal dozen terms that come to apperception to call your bag. Advertise on the terms used to call your products, the product names, product codes, and the questions a prospect might type into a search engine that your services answer, and added.

2. Body altered ads for each search phrase. It takes a lot added age to inscription a altered ad for each search phrase relevant to your bag rather than creating one ad for all of your search phrases, but the extra assignment will definitely be rewarded. Ads that are aligned with the corresponding search chat accept added clicks, which will beggarly added targeted traffic, and in some cases paying less per click (on Google Adwords) due to the intricacies of how the advertising is priced.

3. Send visitors to the most adapted page of your interlacing site. If you abode an ad for a specific product within your online store, don’t send visitors to your homepage and arm them to dig for what they aloof searched. This will frustrate your visitors and access the chance that they’ll hit the dreaded Back button.

4. Track your results. Spending almighty dollar without measuring the return on your investment is not a acceptable bag practice. At the actual least, accede installing the chargeless tracking tools available buttoned up Google Adwords and Overture to measure which terms are delivering results for your bag. Beyond that, accede using a 3rd affair statistics tool with conversion analysis to compile the results of your assorted pament per click programs into one accessible to administer interface.

Action for it

Bodies are searching for what you sell at this actual moment! If your site is not showing up near the top of the results, your competition thanks you.

Ed Kohler is the President of Haystack In A Darner, Inc., a interlacing marketing firm in Minneapolis, MN, offering search engine optimization and pament per click advertising consulting services.

[email protected]

Originall posted December 19, 2011