13 December

5 Components of Successful Pay Per Click (PPC) Marketing

They say “you get what you pay for” and with pay per click advertising, it’s never been more true. PPC advertising involves paying for placement on search engines, which is why it’s also commonly referred to as search engine marketing. Pay per click marketing involves paying for advertising placement on search engines, advertising networks and other websites. You only pay when a user clicks your PPC advertising, “landing” them on your web site. These clicks can be costly, and aren’t a guarantee of success – which is why conversions are the true success metric of pay per click marketing. Conversions occur when a user completes your desired action — by making a purchase, filling out a lead form or making a phone call, for example.

With careful management and attention to detail, PPC advertising has the ability to boost your business’ online profits faster than natural search campaign methods. However, in order for PPC advertising to reach its full potential, five key components must work together to make your pay per click marketing campaign a success.

Keyword Selection

Can you be more specific? It’s a question you must ask yourself as you consider keywords for your pay per click marketing campaign. By choosing the keywords most relevant to your business, you increase your chances of connecting with the users who are searching for the products or services promoted in your PPC advertising placement. Convenient online tools like Wordtracker® make it possible for you to assess a keyword’s popularity and level of competition before deciding if it is something you want or need to bid on.

Keyword Bidding

Once you’ve selected the keywords for your PPC advertising campaign, you must bid on them. In general, the higher the bid, the higher your PPC advertising will rank. Competition for keywords can be fierce, so you may want to start by bidding as high as your pay per click marketing budget will allow and make adjustments over time as you see results. Online tools like Overture® can provide estimates on the bid price of your chosen keywords.

Targeted Copy

Effective ad copy can be key in keeping your pay per click advertising budget on track. When your copy addresses a targeted audience, the result is likely to be a decrease in the quantity of clicks but an increase in the quality of clicks. This means that click costs will go down while conversions by more qualified visitors will go up. Another way to target qualified users: make sure your PPC ad specifies what action you want them to take when they reach your site – be it to buy a product, register for a seminar or download a file. Surprising the visitor with an unexpected request is likely to have a negative impact on your pay per click marketing results.

Landing Pages

Keywords and copy may lead a horse to water, but PPC advertising landing pages are designed to make it drink. When visitors arrive at a landing page that supports the specific content of your PPC advertisement, consumer confidence – in your product and in your brand — soars. Customized pay per click landing pages give customers what they need without the hassle of going through your home page. This enhanced user experience typically leads to increased sales conversion and return on investment for your pay per click marketing campaign.

Website Analysis

What happens after the click-through, when users arrive at your website or landing page? Only website analysis can answer that question. By using software that analyzes your PPC advertising visitors’ activity on your site, you can identify problem areas and resolve issues that may be causing you to lose pay per click conversions.

PPC advertising requires a dynamic, cohesive strategy that helps your online business connect with and convert qualified visitors in a swift, targeted manner. By giving careful consideration to the five key components of successful pay per click marketing, you can create a PPC advertising campaign that clicks with your business’ online goals.


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