WHAT IS PAY PER CLICK?
Pay Per Click is a digital marketing strategy. The most popular PPC service around is Google Adwords and it allows you to display advertisements for your website at the top of Google’s search results. However, the unique aspect of PPC is that you only pay when your ad is clicked.
This can have a very dramatic effect on your overall visibility online and is a great way to drive new traffic to your website. However, a Pay Per Click campaign is not something that you can just cobble together can leave running indefinitely.
PPC campaigns do require frequent maintenance. This can involve ensuring that your advertisements are reaching the appropriate audience. Or checking you are not overspending based on your budget. This guide will cover some of the important factors of Pay Per Click, to help you run a successful and efficient campaign.
cHOOSING THE RIGHT KEYWORDS
The first thing you need to consider when starting your PPC marketing is your keywords. The keywords that you choose will depend on the type of business you are running. For example, a clothing shop might have keywords based on the products they are selling (Shoes, dresses, shirts, ETC).
You should also consider the location you want to target. A small family-owned business is more likely to only be interested in customers in the local area, such as the surrounding towns and villages. However, a large corporation may want a nationwide PPC campaign with ads that show all over the country.
These are the backbone of the campaign so you need to ensure that they are suitable for your business. You do not want to be paying for clicks by people who are not very interested in your service. It is also a good idea to organise your keywords into groups. This makes them easier to browse through and manage.
Adwords can show you the popularity of certain keywords. Ones with higher traffic are naturally going to generate more clicks and also cost more.
Don’t worry if you are unsure about what keywords to add. You can add and remove any keywords whenever you like.
CREATING YOUR ADS
When your keywords are set you will need to create the advertisements. These will display when people search for one of your chosen keywords.
Try to make the title of the ad eye-catching to make people want to click on it. You do not have space to write huge amounts of text so you will need to keep your ad description concise and to the point.
A useful feature of Adwords is the statistics they provide for your ads. You will be able to see which advertisements are being served the most frequently, and how many clicks it has had. If you are running multiple ads then it might be a good idea to compare them against each other. You will be able to see the ones that are underperforming and adjust them accordingly.
fINDING THE CORRECT BUDGET
Now you have your keywords and the ads are ready to be displayed. You need to decide on how much you are willing to spend per day on your clicks. Adwords allows you to set your budget and will stop displaying your ads when your spending goes over this value. This can help prevent overspending.
The budget can be anything from a few pounds to a few hundred pounds depending on the size and scope of the company or campaign. If you are new to PPC then you may want to start small and slowly increase the budget over time, until you are happy with it.
Different keywords cost different amounts per click. The more popular and sought after keywords will cost you more for each click. It is a good idea to regularly check on your daily spending, especially if you are using these pricey keywords as you might find yourself suddenly going beyond your budget if they are clicked frequently in a short period of time.
MANAGING NEGATIVE KEYWORDS
You manage the keywords that you want to target, but you also have to manage what you don’t want to target. Adwords includes a search terms feature that shows what phrases people have entered into Google, to activate your ads.
Not only can you browse these terms but you can also add them to your current campaign if you like the look of them. However, you may notice that a lot of the terms might be unrelated to your business or location, or would just make for very poor keywords. For these terms, it would be best to add them as a negative keyword. This will prevent your ads from displaying if people were to search for that term again.
You should check your search terms regularly as you may find new ones appearing daily. Adding the poor search terms to your negative keywords list can help reduce unnecessary clicks and save you or your company money on the campaign.
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