PPC - Pay Per Click Management

Pay per click advertising on the internet is alot more complicated than many new advertisers and even more the experienced think. It is not a simple ‘click and enjoy the success’ solution to online advertisement. You, as the advertiser, need to have required a few necessities in order to truly become successful at PPC advertising. These following points are the basics of which you need to have and understand to make you become from a zero to hero in pay per click advertising. 

 

A Marketing Plan

Like with any business wanting to budget for marketing and promotion, you will need to know what your goals are before you even start. This will help through keeping you on track to success: it stops you getting unnecessarily carried away and focused on the prize of success. Your plan should contain many questions such as:

• What do you want to achieve?
• How are you going to do this?
• What made you choose PPC?
• What target market are your aiming the advertising at?
• How will you produce a good conversion rate?
• What is it your promoting?

Which leads me quite nicely onto the next thing you will need…

 

A Product/Service/Page to Promote

The whole purpose for your campaign is to promote something for whatever reason you decide. Without this product/service/page to promote, there is not much point in advertising it to the world. Choose what you want to promote through PPC and stick to it. From then on, you can optimise your campaign to make your advertising campaign perform at its best for the given product/service/page.

 

A Landing Page

The landing page is the page which clickers of your adverts end up on ( “land” on it from the advert). There are many different landing pages you can choose as your landing page such as:

• Microsite
• Homepage
• Click Through Page
• Lead Capture Page
• Product/Service Page
• Infomerical

All of which are described in detail within the article, ‘Different Types Of Landing Pages‘.

 

Research

Again, there is no point entering PPC if the market for your keywords is so compact with advertisers that the CPC is through the roof. Research your competition, keyword popularity, demand and market to gain a full picture of the type of advertising market niche you are entering. Primary research (research conducted by yourself) is very costly from the time taken and money used which may not produce the best results and value for money. Secondary research (research conducted by others) is the research you should aim to use. It is already all over the internet ready to be discovered for free. From this, you will be less likely to make any errors relating to external factors of PPC.

 

An Advertising Program

To summarise, you have your goals set, you have a product/service/page you want to promote and a landing page for people to go on after clicking on your advert. How is that going to happen if you have no advertising network to use? The last basic point to PPC is to pick your advertising network. For me, it is a clear win that Google AdWords is the one to go for. Although the competition is generally more aggressive due to the number of advertisers, the conversion rate is far better with Google supplying adverts to readers they contextually would be interested in.

However, if you are unsure and don’t want to trust my biased opinion, I have listed out all of the other alternatives to Google AdWords in the article, ‘Best AdWords Alternatives‘ which has, in my opinion, the top three best alternatives to Google AdWords.

 

There you have it. A few ways you can become from zero to hero in the world of PPC. As well as that, there are other tips you may want to consider to push you that little bit more forward to success:

• Create The Perfect PPC Advert
• The Do’s Don’ts of PPC Marketing
• How to Profit From PPC