What is Pay Per Click Advertising?
This is when you pay search engines, such as Google or Yahoo, every time someone clicks through to your website from an advertisement, based upon keywords you have chosen. Provided you choose relevant keywords, this means you are only paying for visitors who are interested in whatever your website has to offer.
How Does it Work?
First you select which keywords you wish to attract visitors with. For example if you sell Light Bulbs you might target words such as “Replacement Light Bulbs .” Targeting specific phrases returns cost effective results than single generic words. Paying for the phrase “Bulbs” could mean you pay for visitors who are not really interested in light bulbs but instead are looking for bulbs you plant in the garden, meaning you waste a click.
Having chosen the keywords you wish to target, you then decide how much you are prepared to pay for each visitor. This should be based on your product, competition, expected conversion rates and value of each customer. Remember to bare in mind the lifetime value of a new customer, not just the income from a one-off sale.
You then write an advertisement to appear on the search engine. This should be carefully worded to encourage people to click to your website, but also to deter unwanted traffic that you don't want to pay for. Tiny changes in the headline and copy can produce huge results in terms of Click Through and Conversion Rates.
Finally you decide your budget. You can define how much you want to spend per day, week or month. Your advert will appear until your budget has been spent, then it will be removed until more funds are available.
What Should I be Aware of?
Pay Per Click can be a very cost effective way of driving targeted traffic to your website. It can also be an expensive money-pit if it is not set up correctly and monitored very closely. Choosing keywords; selecting “broad”, “exact” or “negative” phrase matching, writing advert copy, monitoring position, costing the price per click, Click Through and Conversion Rate tracking all take time and expertise to ensure the maximum return of your investment.
And of course it's all very well getting lots of new visitors to your website but you need to convert them to be spending customers not just visitors.
How Can System 3 Services Ltd help my business?
We have the expertise and experience you need to make sure your company benefits from Pay Per Click advertising. Our search engine specialists will manage and monitor every step of your campaign from keyword selection to Conversion tracking, to ensure you get the best Return On Investment possible. |
