Pay Per Click is a marketing model used to increase traffic to your website. Pay Per Click is one of the easiest and fastest met hods of ensuring that you have almost immediate visibility for your website and brand. Each Search Engine and some affiliate programs have different pay per click models, but the most used pay per click model is probably Google Adwords.
Google Adwords displays paid adverts in their search results areas as well as their Display Networks (if you should opt for this option). The Display Network consists of various websites that Google owns and also websites that displays Adsense on their pages. The potential reach with Google Adwords is what attracts marketers to this method of website marketing.
How does Pay Per Click work?
To put it simply, you pay for every click from your advert. The process is as follows:
- Create an advert in Google Adwords
- Choose the keywords you want to target for the advert
- Choose how much you are willing to pay per click
- The advert is displayed in the search results and/or Google Display Network
- When someone clicks on your advert, you pay the amount you were willing to pay or less than that
Pay per click sounds easy, why can't I do it myself?
Google Adwords is not difficult, but there are some strategies involved in ensuring a successful campaign. There are other factors to take into account such as:
- Keyword research
- Advert relevancy
- Page relevancy to keywords
- Advert quality in relation to page quality
- Keyphrase costs
- Your landing page quality
- Conversion tracking
The advert you write has to be relevant to the keywords you choose to target. Further to this, the landing page you choose should be relevant to the advert and the phrases you chose. The quality of your adverts and your budget amount also defines where your advert is displayed and how much you pay per click. In Google search results, the first 3 positions is just above the organic results and the next position starts to the right of the page.
You have no idea what the person in position is paying or willing pay per click, so it can take some time to get your placements just right. If your bid is too low, you might also not be displayed at all or only one the later pages of Google results. This is not ideal placement when you trying to run a successful pay per click campaign.
The next step is to increase your conversions. The landing page (the page where the visitor is taken to when clicking on your advert) is a key factor. The page has to have the most relevant content displayed in relation to what you are advertising. To properly track conversions in your Pay Per Click campaign, it is also advised to create some kind of form that you can install tracking functionality on.
The final step is in the reporting. Pay Per Click reporting should tell you which advert perform the best in terms of impressions, clicks and conversions while still maintaining a fairly low pay per click cost.
What we do:
Intoweb can manage your entire Pay Per Click (Adwords) campaign for you from start to end or assist with the setup only. Our service includes (dependant on package chosen):
- Setting up of a Google Adwords account
- Keyphrase research
- Advert creation
- Landing page
- Conversion tracking
- Full reporting
As part of your Pay Per Click Campaigns, we can also assist with and manage your organic Search Engine Optimization strategy as well as Social Media Marketing.