PPC - Pay Per Click Management

Every advertiser in PPC is always trying to find new ways to increase the performance and success of their PPC campaign. Some try to improve their landing page while others simply want to try and get more advert impressions. I find PPC to be a very inventive and niche market. Started by Google in 2000, PPC has created a new way to advertise online: they have not copied or improved previous advertising formats. This is a problem though as sometimes, the best way to improve a product/service is through looking at a previous product and innovating off of it. Apple are the masters of it. First they invent a product such as the iPad and then year by year, they innovate the previous design making it better. PPC was invented in 2000. Now, advertisers need to look into other areas other than PPC and innovate off of them ideas mainly being social media and Twitter.

Twitter has become one of the most used ways to socialise online with millions if not billions of users. It’s simplicity has made it easy to use and a must have way to socialise with friends, family and even celebrities. Twitter also has a key feature that I feel have made it extremely successful:

• Trends – A way to group thousands of people’s tweets together. Trends has made it so easy for us to stay updated with what is happening now. It is a potential advertising goldmine. Thousands of people targeting towards one specific topic.

From Twitter proving how popular trends are with the world, I feel that PPC needs to do the same and innovate off this amazing idea.

How?

There’s no way major PPC programs such as Google AdWords are going to read this article and change their whole strategy with PPC. It’s just not going to happen. However, this doesn’t mean you won’t change your strategy. It’s a pretty simple idea. Introduce trends from Twitter into PPC. You can do this through:

• Look at what is trending on Twitter. The more long term the trend is, the better it will be for your campaign. For example, a trend about A TV program that day won’t be as effective in the long term than let’s say a trend about the London 2012 Olympics that will last months.
• Introduce the trend’s topic into your text/image advert for you PPC campaign. Make sure you mention it in some way and link it in with your advert’s purpose.

This strategy in PPC will gain a lot more exposure than a normal PPC campaign because people will have the trending topic fresh in their mind and relate to it when they see your advert. As well as this, a link between PPC and social media is produced which can possibly bring in more traffic if you choose to place social media buttons on your landing page. Like with any idea, you will want to experiment with this new concept. Therefore, make sure you analyse your landing page’s performance to see what trends on Twitter work best with your campaign.