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PPC...You Mean It Is More Than Just a Few Letters? | Website Office
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PPC…You Mean It Is More Than Just a Few Letters?

June 8, 2008

PPC, Pay Per Click, is the term used to describe an extremely important part of your internet marketing. Beyond just trying to get your site ranked, which in itself can be difficult, pay par click allows you to create specific ads and market your site based on keywords or search terms. There are numerous tools available from each of the search engines, such as Google’s adWords, and Yahoo’s Sponsored search. Both of these allow you to bid for keywords and move your ad up in the rankings for these keywords.

This sounds simple, all you have to do is bid on certain search terms, and voila, you get traffic. Though it is nearly this simple, you must understand many important aspects before moving forward. The first of these is knowing your target. Taking the time to define your target audience is helpful in determining your marketing strategy because the more you know about those you intend to reach, the more you can develop strategies to reach this audience. There is no model audience, each is unique and want different things. Knowing who your audience is and what they want can help you develop a marketing campaign that is tailored to them. When you understand your audience, you can determine which keywords to use because you know what they want and what is beneficial to them. The more you serve them, the more profitable you become.

When you have tailored your marketing to reach those that you want as your customers, you can save money in your marketing budget. Because PPC means that you pay each time someone clicks through your ad, the more targeted you campaign is, the less chance there is that you are wasting money on people who are not interested in what you have to offer.

The next step in understanding your pay per click campaigns is tracking what is most successful. Rather than continuing with a preset list of keywords in your campaign, continually check to make sure they are making you money rather than costing you money. If you are bidding on a keyword and your ad is not appearing and you are not tracking any traffic to your site from this keyword, there is no point in continually using it. Your money is best spent elsewhere where you do derive traffic as well as return.

These are some basic things to understand when entering the wide world of pay per click advertising. Knowing your audience and making sure that you are appealing to them is your most valuable strategy and everything else follows from it.

Written By: James Blackburn, Website Office Staff Writer

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