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Pay per click, or PPC, is an internet marketing model where businesses pay a fee every time someone clicks on one of their adverts.
One of the most popular forms of PPC is search engine advertising, where businesses can bid for an ad placement in that search engine’s sponsored links section so that when a user types a keyword or phrase into the search, that business will be among the top few companies on the resulting list. It’s what you see at the top of any search results – and is marked ‘Ad’.
Unlike other forms of advertising, you only pay if your ad is clicked and a potential customer visits your website and of course, if PPC is working well, the cost of that click is far outweighed by the financial benefits of attracting a new customer.
You’ll need to choose relevant keywords so that your ad appears in the search, and the landing page from your ad will need to be optimised with persuasive content and calls-to-action (CTAs) to encourage customers to make a purchase once they’ve landed.
It’s also important to create informative, intelligent and useful content as there’s a bonus if your PPC campaign is relevant and targeted too. Search engines are able to rate of the quality and relevance of your keywords, landing pages, and PPC campaigns and give them a ‘quality score’. Advertisers with a good quality score are charged less per click.
Of course, having set up a campaign it’s not enough to just leave it for months. PPC campaigns require regular analysis and maintenance to ensure their continued effectiveness. If you want to boost conversion rates you’ll need to keep growing and refining your list of keywords to keep your ad high in the ranking and increase traffic to your website, as well as modifying the content and CTAs of your landing pages so they align with individual search queries.
myCloud Media’s comprehensive PPC support package includes:
PPC marketing is one of the most measurable forms of marketing and it is important to take full advantage of this. The simplest way to track the effectiveness of a campaign is by its monitoring:
We establish campaign level settings, carry out keyword phrase analysis and selection, identify advertising networks, produce the ads and provide detailed weekly and monthly feedback reporting.
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