Pay per click can be a good way to start your Online Marketing campaign. However it is easy to get into a difficult situation if you are new to the process or if you do not keep a close check on the statistics that will be given by your pay per click provider.
The idea is straightforward, you commission you provider, usually a search engine company, to show your advert in one of the non organic areas of the Search Engine Placement listings ie the search results. You instruct them to only display the advert when particular keywords or phrases are typed into the search by the searcher. The beauty of the deal is that there is no payment for that advert until a customer actually clicks on the advert to take them right to your website. So in theory you are only being charged for customers who are in fact interested in your goods or services.
The first problem to be extremely careful about is which keywords or phrases you go for. Too broad a choice of key words may give you hundreds of clicks (and therefore a massive pay per click bill) but hardly any sales, as only a small percentage of the searchers using those words and phrases were either interested in your precise product, or ready to buy straight away. The trick therefore is to be as specific as possible with your keywords. If you only producesell pens it would be far better to have all the searchers keying in “pens for sale” see your advert than it would to have the much bigger group of searchers who would type just “pens” or even “stationery for sale”. With “pens” the searcher could be looking simply for information on pens, when they were invented, different kinds, reviews etc. They may all click through to your site, costing you money but not with any intention of actually purchasing one! With “Stationery” of course you will get a large number of people searching for the word but only a proportion of them will be looking to purchase a pen. So the advert may be shown often but have a low “click through” rate.
Once you have determined the keyword part of the pay per click you really do need to check the whole campaign carefully. It is important to know how much you are spending and what you are getting for your money. The search engine repeatedly asks you to put a daily limit on the amount you want to spend, this can be deceptive as
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