The Basics of Paid Per Click (PPC)

Pay Per Click advertising usually works out so that people can bid to have their ad shown next to the organic keyword search results, or somewhere close by. For the most part, the more you bid per keyword, the higher up on that list your ad will appear, along with the tips I have mentioned about relevancy before. This is usually a very popular option as you only pay each time a user clicks on your ad. There are many advantages to this system, apart from the fact that most ads are there almost from the second it is set up, and we’ll go into that first.

In a well optimized pay per click campaign, usually you do spend money to make money, but the rewards outweigh the costs by double, for the most part. Also, the focus of your ad is such that you know that you are reaching your intended audience as the keywords are generally geared towards a certain and specific thing. Understanding that with increasing competition out there and the price of bids getting a bit more intensive though, this option alone simply will not cut it for your online marketing. However, there are many ways to optimize this, and I’ve covered a few in another blog, but there are some things that bear mentioning here as well.

The focus in any good paid per click campaign must always be the landing page. If it is not easy to use, easy to find the information the user is seeking out and clean- you may find that you get the click but not the client. Most landing pages that work with respect to increasing the relevance of the pay per click will deal in two things: Relational relevance, which is matching the terms against the ad content and actually works with the search engine algorithms, and Necessity relevance- and that is what I am talking about in terms of making your landing page user friendly. Again do not focus solely on relational relevance, because this is the downfall of many websites out there.

A good landing page will usually utilize keywords from the ad, yes- but it will also have a very clean, very easy to spot call to action, information that is relevant to the product or service being presented in the ad- this will have to be displayed in a concise, yet informative way that satisfies the reason for the search in the first place. If you aren’t selling something that you can list the price, say, custom orders or services, a contact link is appropriate, with a call to action such as “Call to find out rates” and the like. Whatever you do, make it as easy as possible for the user to get not only a brief rundown of information not contained in the ad, and make the choice as easy as possible for them to make in what to do next- and they will.