PPC or (Pay-Per-Click) is an Internet advertising model used on popular search engines to direct traffic to websites. You pay only if a user clicks on your ad. Typical results are fast and predictable because your position is based on what you are willing to pay.
The way it works is that you identify keywords that your customers would use to find you. You then monitor the results and adjust the campaign to increase traffic.
Some PPC Techniques include:
A/B Split Testing
A method in which two groups of web site visitors are served different ads or pages to test the performance of specific components such as a headline or graphic elements of the ad. This testing helps to track the changes in behavior of prospective customers based on which version of the ad or web page they viewed. This type of testing can increase conversion rates, challenge assumptions, and solve problems.
Setting up an account with selected social media sites or search engines to undertake the campaign. This includes setting up of goals and profiles for each activity along with demographic segmentation as per the parameters provided. Once the account is set up, maintaining it is an ongoing process.
Business owners who advertise with PPC advertising must stay constantly vigilant of click fraud, an Internet scams that can quickly deplete the advertising budget. Also known as click spam, click fraud involves a false inflation of the number of clicks on an ad. Fraudulent clicks are any clicks on a Pay-Per-Click ad, where the intention is not an interest in the ad’s content, but to cause a charge to the advertiser.
PPC Campaign budget
This reflects your initial monthly ad budget for an ongoing PPC campaign. The campaign budget is typically determined by the amount of visibility you would want for your product line and the traffic you wish to generate for your website.
Conversion Tracking is a form of traffic analytics that measures the effectiveness of a source directing visitors to your website and persuading them to take a desired action. The source could be a referrer, a search engine, a search phrase used etc. Convergent eMarketing gives you the code to implement on the goal pages on your website. We can assist in the integration of the tracking code into your website.
Advanced Analytics Setup
We will establish a high level Analytics reporting system where you can receive custom reports not only from Google Analytics but also from other high level analytical tools. Using this approach, you can perform several budget related activities determining the timing of ads and your total PPC budget. You can also set goals and measure its effectiveness on a monthly basis.
Unlike traditional online graphical ads, image ads can be matched to your page’s content with an image. This targeting makes image ads more attractive and relevant to anyone browsing your site. Image ads offer yet another effective way to increase business exposure and reach new prospects. You can run image ads on content sites in both keyword-targeted and placement-targeted campaigns.