May 15, 2014

pay per click

One of the easiest and most effective ways to market your business and sell your product online is to use pay per click (PPC). The first step is to become a friend of search engines – getting listed (with Google especially) is absolutely vital as more than 80% of all web traffic is from search results. The first step to successful PPC practices is to drive quality traffic to your website.

PPC is easily definable as advertising conducted via your website, through search engines and their “sponsored listings”. This is where the all-important “keyword” comes from; keywords and keyword phrases are used by search engines to find what your website and company offers. For example, if you sell laptops, your keywords would be PC, Laptop, Windows, etc.

It would be fairly pointless having keywords not pertaining to your service, although it does happen as some nefarious companies use well known buzzwords to get traffic to their website under false pretences. However, this false advertising is actually spam and eventually it will catch up with your business, so don’t do it, especially as search engines are getting better at rooting out such spam.

When using PPC you bid on the keywords or phrases that your targeted viewers may use to search for services or products similar to yours. Google Adwords is by far the most popular of the PPC services.

The next step on your PPC adventure is conducting market research – after you target your market you can work keywords and keyword phrases around it. You can search which keywords are popular in your particular niche, and you can search them yourself to see what the results show.

Finding a budget for your PPC advertising is dependent on a number of factors, such as how much you stand to gain from each click to your website – you don’t want to be paying for something if it does not make you any money, increase sales, or draw more traffic. Determining the value of a click is tricky, but you should try to find a conversion rate between the number of unique visitors you have divided by the number of sales. Once you have this conversion rate divide it by your net profit for each sale – this will give you an accurate value of your PPC.  For example, if you are selling a product that gives you £10 profit, and a particular keyword takes 50 visitors to create a sale, you would bid no more than £0.20 per click to break even.

A few tips about PPC if you DIY.

1. Don’t put more money than you have to into your account – sounds obvious but….!

2. Test, test, test – have at least two separate ads for the same product at the same time. Drop the lower performing adverts and add a new one until you are satisfied with the results.

3. Make sure to keep up with your results daily at the very least and adjust your strategy according to results.

4. Continue to look for new keywords and as you find new ones lose the poorer performers.

If you approach PPC advertising logically, follow the direct marketing mantra of test, test, test, monitor results regularly, and make adjustments only according to results, PPC advertising is a powerful tool for driving profitable traffic to your site.

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