Running a Profitable PPC Campaign

Pay-per-click marketing, otherwise known as PPC marketing is a way to advertise on the internet. The ads can be shown in advertising networks, on websites, and on search engine results pages. However, the advertiser only pays a fee when the ad is clicked on by someone who wants to visit the advertiser’s website. Businesses use PPC marketing to increase conversions or sales from their targeted demographic through their website.

In a nutshell, businesses are paying for an ad to pop up when an internet surfer enters a certain key-word or key words into a search engine. In most search engines these ads are featured down the left side of the search results page and the area also at the top of the page right above the list of natural search engine results. This enables to buy a higher position on the search engine results page for particular keywords, even though they may not be listed on the first or second page of rankings in the natural search engine results.The point of PPC marketing is for a website to get more conversions at the lowest price possible. There are 2 ways pay-per-click works. One way is a bid based system and the other system is based on a flat rate. In both instances advertiser needs to decide how to get the most value from each click.

Bid-based PPC management is where businesses who are competing for the higher positioning of their ad amongst the ads of their competitors who are targeting the same keywords bid on how much they will pay per click on their ad. The higher the bid, the higher the position. However, the exact position is also determined by the quality of the ad and the web page it links to. The advertisers tell the publisher the maximum amount they will pay for their ad every time it’s clicked on after a certain keyword is entered. Then the publisher determines which position to publish the ad after factoring in the other bids and the quality score of their websites. This is constantly being adjusted as more advertiser bid or change their bids. The advertisers only pay the rate based on the rate which the keyword went for. These rates are the minimal rates and the advertiser can certainly pay more to get more exposure.

In the flat-rate PPC marketing model, advertisers and publishers agree upon a fixed amount that will be paid for each click in advance. Content sites commonly charge a fixed price-per-click rather than use a bidding system. This avoids situations where bidders are constantly adjusting their bids by very small amounts to see if they can still win the auction while paying just a little bit less per click.

Pay-per-click marketing is a more interactive, results-oriented method than the placement of a banner ad on a web page, regardless if anyone clicks on it. Tracking visitor behavior through PPC helps your site to perform better, ensuring you win online. When you plan a pay-per-click campaign, it makes sense to consider the structure of your site, especially when you pay for your visitors to arrive. Landing pages need to be search-engine-friendly, as search engines calculate a quality score for each of your pages. Targeted advertising will reduce your cost-per-click conversion rates. The more you focus on creating relevant landing pages, the more you can direct qualified traffic to ensure your pay-per-click campaigns work at peak performance.

PPC management is an inexpensive way to increase traffic to your website and gather more conversions. With so many PPC search engines you can get traffic from, it is important that you choose a good PPC professional to manage your PPC campaigns. If you are looking for an experienced PPC manager, or have any questions concerning your PPC campaign contact Big Squid Interactive for a free consultation.

Looking for a pay per click management team? Just go to Big Squid Interactive’s site at http://bigsquidinteractive.com and find out how PPC, SEO, or Social Media may fit your needs.

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