Pay per click activity is a method of Online Marketing that allows the advertiser to list adverts on the search results page of any given search. The search engine will basically sell the space for the advert to them but they will only charge to the company for the space if a searcher actually clicks the advert. When the searcher clicks the advert, in all probability because they are interested in what the advert says, they are taken directly to the advertisers web site so that they can find out more detail and ideally make a purchase.
This whole system of advertising relies on the correct assortment of keywords – the words entered into the search engine by searchers in order to find what they are looking for. If the business has chosen to have a pay per click advert on a keyword entered by a particular searcher the search engine will display the businesses advert above the “organic” results generally listed in the main body of the page. Therefore it is critical that the business who wants to advertise it’s goods online opts for keywords that are being used by their potential customers to find their products.
You can either use the services of an Online Marketing business to handle the pay per click advertising or you can do it in house. The process is fairly straightforward although a little time consuming and fundamentally consists of the following:
Deciding on a pay per click provider. These providers are in the main the search engines themselves and indeed pay per click adverts are regularly the largest income generators for the search engines. You may also discover that you can use a pay per click service on a price comparison website. Once you have chosen the provider you need to select the keywords that you are interested in. Take care to make certain you have chosen the best possible ones to outline your product. The bulk of the search engines will have tools that you can use to select the best ones in terms of number of searches.
Then it is crucial to decide how much you want to spend each time someone clicks on your advert. The more you are disposed to pay the higher up the sponsored advert listing your Search Engine Placement will be. One pointer here is to look at the less popular but more precise keywords or phrases. If you can get one of these in your campaign you can achieve quite a low spend, get a average number of clicks but have a great conversion to sale rate from those more relevant customers. To give an example, imagine you deal in “blue desert spoons” only, if you choose a keyword of “spoons” you will get a large number of people searching but they may be looking for any colour or shape of spoon. Of course the bulk of them you won’t be able to sell to as they don’t want a blue desert spoon. And yet you will have paid a high pay per click amount for a lot of clicks. Now if you chose “blue desert spoons” as your set of keywords you would get a lot less clicks due to the lower number of searches and reduced airing of your ad. The people who do click through to your website however, would be perfect customers. Your sales will be high and your cost per click on such an unpopular set of keywords low.
So we can see that pay per click is a useful tool but pay careful attention to the keywords you select, help can be provided by an online marketing or Search Engine Optimisation Company if you’re finding it difficuly.
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