Pay-Per-Click Advertising – How to Get Started
When you have a website that you want people to visit and buy from, it needs to be visible on search engines like Google. One of the fastest and easiest ways of expanding your website’s reach is Google AdWords; it’s a tool that offers marketers results and rewards instantly. The other big advantage is that the results are highly measurable, which means that you can keep on tweaking your marketing strategy to get improvements.
Google AdWords
When users search with Google, the results are ranked by Google according to its assessments defined by its search algorithms that take into account various SEO elements such as the search criteria, content, page titles, headers and backlinks from reliable websites, internal links and more. Sponsored links or advertisements generated by Google AdWords appear on the right-hand side of the page and also on the top. Advertisers need to bid on selected keywords and those who pay the highest get their websites to appear the highest, achieving more exposure.
A Great Way of Advertising
The reason this kind of advertising works out for advertisers is because they can target customers specifically looking for certain products or services by using the search box on Google. The payment to Google needs to be made only when customers see the advertisement and click on it, which is why this model of advertising is known popularly as pay-per-click or PPC. Businesses that get their advertisement placement right with keywords that accurately describe their activities can now easily get prospects for sales conversions or sign-ups, or any other desired outcome.
Full Control over Campaigns
Advertisers get absolute control over managing their Google AdWords accounts and measuring the campaigns. This kind of targeted advertising is far more versatile than advertising in the print or television media because advertisers only pay for customers that click on the links whereas in other mass media, they end up paying for everybody but only a few really see it. With Google AdWords, you have the advantage of launching a campaign, conducting a result analysis, and making suitable adjustments. There is no need for you to commit yourself to a long agreement, and also, there is no minimum expenditure criterion. These facilities ensure that first-time advertisers can start in a very small way and pick up skills as they go along.
Bidding and Selection of Keywords
To keep the entire process simple and easy to execute, it is recommended that automatic bidding be used when advertisers are starting out. Setting up a daily budget for the campaign is preferable so you do not spend too much on advertising. An Internet marketing company can help you set the ideal advertisement budget. It is also possible to set a maximum rate for cost-per-click so the system does not spend more than what is desired per keyword.
Google makes available its own keyword tool free of charge that you can use to research the keywords online. The intention of every advertiser is to refine and classify the applicable keywords into groups that are closely-themed with different advertising copy, landing pages and bids. Doing this makes the monitoring easier and also ensures that you are not competing with yourself as far as bids for keywords are concerned.
Selecting Effective Keywords
The best way of choosing keywords is to conduct searches to see what works best. There is little point in using the name of your business as the keyword —searchers normally try to locate products and services in a generic manner. Investigate what your competitors are doing on AdWords so that instead of battling with them for the same words, you can think of creative alternatives that will get you the desired results.
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Try to focus on the unique selling points of your business so that you can frame alternative keywords that are not being used by your competitors and, hence, it is possible for you to get the top rank for a far lower cost.
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