Web Fundu

In adding to having a solid SEO program, pay per click search engine marketing (PPC) offers a way to in fact buy your way to the tops of the major search engines. Studies show that a good program featuring a mixture of SEO and PPC is the best way to position your company at the front and middle of a broad Internet-using audience.

Pay Per Click Management

By carefully choosing the key words and phrases that are most relevant to your business, Active Web Group can guarantee you top placement in major search engines like Google, Yahoo, MSN, Ask.com, and more. Pay per click is a paid form of advertising that lets you decide how much you are willing to pay each time a person clicks on your sponsored listing. The more money you are willing to spend, the higher your ad will come into view in the engine. On the flip side, if no one clicks on your ad you pay nothing, but still reap the branding advantages of having a wide audience see your ads

Active Web Group’s PPC specialists are experts at building successful campaigns. By starting out with just a few carefully selected key words or phrases, and constantly analyzing and testing the results, we are able to assemble a program that brings you the best results for your advertising dollar. After all, your return on investment is what matters most when it comes to pay per click.

Here are some of the benefits of adding a PPC campaign to your online marketing strategy:

(1). Correctly identifying and bidding on the most relevant search terms and phrases will result in greater “click-throughs,” or visitors clicking on your ad and then continuing to navigate through your website beyond the landing page you take them to. When this happens more guests see your message, often signing up for your newsletter and/or purchasing a product or service, or whatever else you want them to do while on your site.

(2).Pay per click advertising campaigns require no changes to a current site’s content or look to obtain top positions, just a willingness to pay.

(3).The implementation of a pay per click campaign is relatively quick- it can take just a few minutes to start getting targeted traffic, versus sometimes months for standard SEO campaigns.

(4).A good PPC campaign will greatly increase your website’s visibility and brand recognition. Coupled with an SEO package from Active Web Group, pay per click advertising will put your company’s name and message in front of the very audience you’re looking to attract.

Now let’s take a look at what’s involved in setting up a PPC campaign.

Make a decision how much to spend. The first vital step to any successful PPC campaign is determining how much each website visitor is worth. If you spent $50 in online ad dollars to make a $40 sale, your campaign failed. You can determine each visitor’s worth by dividing your net profit over a given period by the number of website visitors. So if a site made $2,000 in profits from goods or services in a given period and during that time there were 4,000 visitors, each visitor would theoretically be worth 50 cents. This is where you would break even, so depending on the desired profit margin, the ideal price to pay per click would most likely be much less than 50 cents.

Select appropriate keywords and phrases. Developing a list of the right keywords and phrases takes time, skill, and experience. Keyword research is critical to the success of a PPC campaign and requires ongoing monitoring and adjusting to capitalize on what works and weed out what doesn’t. The most popular keywords obviously cost the most money, so it often pays to invest in less popular keywords that will result in higher click-through rates. It is also important to identify which keywords and phrases directly relate to your area of business, since you don’t want to mislead your audience.

Write descriptions. Ideally, you want your PPC advertisements to entice the right traffic into your site, thereby converting that traffic into customers. In order to accomplish this task, it is important to not only attract your ideal customer, but to discourage those that are not actually interested in what you are selling from clicking on your ad. The idea of your ad description is to avoid paying for unlikely prospects while attracting highly targeted traffic. For this reason, the description should describe exactly what the business offers- a company wouldn’t want to pay for every visitor looking for “insurance” if they only sold renter’s insurance, for example. At the same time, proven marketing copy techniques should be employed to insure that the description is enticing enough to attract ideal prospects.

Monitor and Analyze. To ensure the most return on your investment, it is crucial to monitor, track and analyze the results of a PPC campaign. Search engine positions can and do change every day, and the competition for these spots can be fierce. To avoid paying too much for each visitor, it is important to monitor the price of each keyphrase and withdraw if it gets too high. An integral part of this process is also tracking and analyzing the effectiveness of individual keyword phrases on a monthly basis. You can get valuable insight into the motivations and behavior of visitors by viewing click-through rates and studying their habits, which can help to further refine a pay per click campaign.