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Pay Per Click Advertising - An excellent medium to target users who are looking for what you are selling |
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Services like Google, Yahoo and MSN typically sell listings on a cost-per-click (CPC) basis , which gives
the advertiser to control their budgets but also gives total control on which keywords to bid on.
Steps to be taken for a successful PPC campaign.
1: Ad Copy
The primary purpose of any on line ad copy is to get a user to click through to visit your website. Before creating
your ads you need to determine your target market and keyword selections. If your company focuses on a specific market niche, The ad you create should include your main keywords either in the title or near the beginning of the body text.
Draw attention by using call to action phrases and words that provoke enthusiasm and response.
For Eg Use phrases like "Save on DVDs," "Get cheap stereos," or "Join now for 20% discount," etc. Just be cautious and be sure to follow Google's Guidelines
2: Before writing the text ads: The following steps can be followed before writing a Text ad
- Prepare and finalize your keyword list.
- Identify the immediate benefits that your product or service will offer the web user.
- Think about what you want the searcher to do after they have read your ad
3: Writing text ads: The following steps can be followed while writing a Text ad
- Use keywords in the ad title and in the ad copy,
- Include a call to action such as Join now
- Make sure the message in the ad extends to the page your customers land on after they click on your ad.
4: Ad Positions Keep in mind the following in regards to monitoring and tracking your ad positions
- Carefully monitor your ad position, Cost Per Click , and Click Through Rate.
Your Cost Per Click or CPC is your Total Cost divided by your Total Click.
A CTR is obtained by dividing the number of users who clicked on an ad on a web page by the number
of times the ad was delivered (impressions). For example, if your ad was delivered 100 times
(impressions delivered) and 1 person clicked on it (clicks recorded), then the resulting CTR would be 1%.
- A higher CTR and higher CPC results in higher positioning
5: Tracking your Keywords:
The first step to a successful PPC campaign is to track each keyword, this is done by having tracking id and
a Url of relevant landing page. for every keyword that runs in the campaign. This will help in knowing
keyword performance and the returns, which will help in reducing the cost.
Eg: Indian Matrimonial: http://www.shaadi.com/matrimonials/india-matrimonial/ptnr?=xxx where the ptnr value is the tracking code.
Some benefits of using PPC:
- Exposure on the net - Your website ads would appear next to Search Results
- Pay for Targeted Success – Launching a PPC campaign guarantees that you will only be paying for the people who are genuinely interested and decide to click through to your Ad.
- Immediate Results – When managed correctly a PPC campaign can produce significant results
in a short period of time, sometimes even minutes.
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