PAY PER CLICK
What is Pay Per Click?
Pay per click, or PPC, is an advertising technique
used on websites, especially search engines. Pay per
click advertisements are usually text ads placed near
search results; when a site visitor clicks on the
advertisement, the advertiser is charged a small amount.
Variants include pay for placement and pay for ranking.
Pay per click is also sometimes known as Cost Per
Click (CPC).
The most popular pay-per-click search engine is Google,
followed by Yahoo! Overture and Findwhat.com.
How does it work?
Signing up for pay per click is an easy to follow
step by step process. You set your pricing according
to your available budget. It is much like bidding
for the best position. Depending on the search engine,
minimum prices per click start at anything between
US$0.05 and S$0.50. Very popular search terms can
cost much more on popular engines.
Selecting the right keywords you want to be ranked for is of utmost importance. It is no use being listed for keywords that won't bring you valid visitors. It's a good idea to research keywords that are the most popular. Most PPC programs provide a tool like Overture's Keyword Selection Tool that helps you find out which keywords are worthwhile using.
The most popular pay-per-click search engine is Google,
followed by Yahoo! Overture and Findwhat.com!
— J. Nortje (Marketing Director)
The advert's message is your window of opportunity to hook potential customers. Use it wisely by writing a concise copy that descibes your business accurately. An attractive description will immediately draw attention. There is no point in luring users to the site that have no real interest in your products and services. Their clicks could mean money in your pocket should they become buying customers. Your aim should be to draw the right visitors, the first time.
There are real benefits regarding PPC, you don't
have to pay anything (except a small administration
fee) in some cases, unless someone clicks on your
link.
With PPC, be as direct as possible. One's company
website strategy should be tailor-made to inform clients
about your exact products and services. For example,
if you sell a range of coloured tablecloths in Johannesburg,
don't just advertise “Tablecloths”. This
is too general and will most probably not result in
sales. Rather advertise “Colourful Tablecloths
in Johannesburg” or “Green Tablecloths
- Johannesburg”. It's important to add the area
and region to specify search results.
Short, catchy and descriptive website content will
entice the customer to explore the website and hopefully
convince them to purchase your products or services.
Getting it right
Pay per click is most effective when the customer
lands on the products and services page straight away
as opposed to the home page. The home page is an introduction
to the website. Less clicks mean less effort! So if
you are advertising “Green Tablecloths in Johannesburg”,
the customer should land on the page selling these
products. Statistics have shown, it is far more effective
to make the products and services the landing page.
Always remember every click costs money.
Recommended PPC Websites
Some recommended PPC websites are Google's Add Words,
Yahoo's Search Marketing and MIVA's Pay Per Click,
the former FindWhat.com. They spread their results
over a wide range of search engines. Having PPC listings
on these are guaranteed to increase your site's traffic
and sales.
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