Pay Per Click Ads

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What is Pay Per Click Optimization

February 23, 2012 admin

Pay per click is a model offered by Google AdWords, Yahoo Search Marketing and Microsoft Adcenter. It is an Internet model which facilitates advertisements. However, unlike other services on the Internet for advertising such as blogging, publishing articles or publishing press releases, this kind of advertisement is paid. These are known as sponsored listings or sponsored ads and the advertiser has to pay to the search engines for every click that their ads gets after being displayed when a keyword relevant to the advertiser’s company is searched for. PPC optimization is managing and modifying the PPC ads so they appear on the top.

Pay Per Click or PPC works on a different level then other Internet marketing services. As PPC involves money and proper management of the budget, one needs to have refined analytical skills to manage a campaign on any of the search engines that offer Pay Per Click service. Now these analytical skills are also what will be required to optimize the PPC campaign for a company. Generally PPC ads are created keeping in mind the keywords that users search to find relevant websites. However, to make an ad appear on the top is very different from making a website appear on the top in organic search results.

Pay Per Click ads are dynamic and hence higher the bid for a particular keyword, higher would be the chances of the PPC ad of the particular company or website appearing on the top ranks along with SERP I.e the search engine results page.

How Is PPC Optimization Performed

Pay per click optimization is performed on the following:

Keywords - Specific and relevant keywords are selected. These keywords are the ones which match the users’ query and are relevant to the company that is running their PPC campaign.

Ad Copies – Once the keywords are selected, ad copies are created as per the guidelines provided by each kind of Pay Per Click service/ model providers.

Geo-Targeting – One can also geo-target the area so that the ad only appears to the people using the search engine from a particular area so as to cut out on the unnecessary clicks and hence exhaustion of budget is prevented.

Bids – Bids have to be managed according to the keywords used in the keywords used in an ad copy. The more competitive the keyword is or higher the advertiser’s competition the more expensive it will prove. For example it is very difficult to rank on generic keywords such as ‘shoes’ or ‘cakes’.

Optimization process ensures a logical rational going through the PPC process. Search engines awards or prefers PPC campaigns that are properly optimized that is contain keywords relevant to the website, run ads that have those relevant keywords and are also directing to corresponding landing pages.

Pay per click optimization is where the trick of the trade lies and what determines the performance of the ads on PPC enabled search engines.

Advantages of Running Your Campaign on PPC Adwords

November 15, 2011 admin

There are mainly three huge search engines: Google, Yahoo Bing & MSN however the search engine with the most extensive and developed PPC interface and model is that of Google’s. Pay Per Click Adwords the interface by Google is the most popular too because the exposure and (consequently) the results it provides are far more happening and advanced than those by other search engines. A reason for that is that Google is the most widely used search engine hence the data and the users it pulls cannot be matched by others.

Along with that the PPC Adwords interface created by them is highly result oriented and generates a lot of results and stats. The best thing about Google Adwords is that is a statistics and analytics oriented software which means that every move and development on the PPC Adwords is measurable, quantifiable and of course reliable.

An advertiser can begin by creating an account on the Google Adwords and start on with the Pay Per Click advertisement for his or her website, by:

1) Setting up the campaign – This means making the website’s account, paying the set up fees and also setting a pre-paid budget for the campaign that can be exhausted as and when the ads are clicked.

2) Selecting Keywords & Creating Ad Groups – After the campaign is set up, one can then put in the keywords categorized into various ad groups. Generally a PPC Adwords campaign is activated by putting in ad groups for which ads are created.

3) Running Ads – After your ads have been decided you can then start the campaign by running ads in them. These ads must be insync with the guidelines provided by the Adwords.

4) Bid Management – After your whole account and all the campaigns have been optimized, make sure that you manage your bids effectively. This is what will effectively your budget for the campaign. If your bids are mis-managed then you will end up paying a lot to the search engines.

5) Keep up with the Stats – Stats are the most important thing in PPC and make sure you are not aloof off them when running PPC for any ad group or campaign.

Any PPC model requires constant monitoring and Google Adwords allows you monitoring a lot more than that. Google Adwords has been created in such a way that you can get all the assistance and support in PPC that you want. It also helps the advertiser to either geo-target or language optimize their ads and ad campaigns so that results received are precise and relevant. Google Adwords also ensures that you cut out the irrelevant clicks (read budget overshooting sources) by putting in negative keywords so that people who search keywords not related to your campaign but to your industry are not shown your ad.

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October 25, 2011 admin 1 Comment

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