Pay Per Click Marketing: An Introductory Guide

Nowadays, it is very possible to earn money while staying at home. For those who never wanted to leave the comfort of their homes to work a 9-5 job, they can have many different options about regular income. You can have a regular job but still stay at home with the many outsourcing sites available. You can sell your talents and get paid per commission. You can be an affiliate marketer if you want to market other people’s products. Or you can also market your own product. You can also make a blog or your own website and earn money from the advertisements displayed on your site.

There are so many ways to earn online but what will be discussed today is a marketing strategy called pay per click management. If you are familiar with it, then reading this will be very self-explanatory. If you’ve just heard of PPC for the first time, then tune in and you will learn a lot.

What Is It?

Do you notice the links with the word Ad on the top, sometimes the bottom, of every search result when you do a search using your preferred search engines? For example, when you try to search for PPC management companies, there’s one ad that appeared on the top of the search results. That’s the link that every time someone clicks it, the search engine will get paid. That is why it is called pay per click. The search engines earn by allowing businesses to buy a listing in the search results. On the other hand, the business person gets exposure, advertisement and traffic to their site. When someone clicks the link, it will lead to your site and you will have to pay the search engine or the PPC management firm you use. The amount you pay per click is depending on the bidding that went on during the auction. According to Google AdWords, the most expensive keyword is “insurance” which costs an average of $55 per click.

What Are the Pros and Cons?

Everything has advantages and disadvantages, even the best PPC management companies. Here are the pros of why marketers should use PPC:

1. You can immediately get traffic to your site. As soon as the link goes live, gets a top enough placement, you will see potential clients pouring in. If people are searching for something that you have bid on and you wrote an amazing ad, it is a guarantee that you can see increase in website traffic immediately.
2. Before you put up a PPC ad, you can do a lot of testing and experimenting on it. This is to ensure that you are doing the right things that will most probably get you the conversion and traffic you desire. You can also check which of your pages will work the best as the landing page for you advertisement.
3. Because it is pay per click, you wouldn’t have to pay the search engine or pay per click management agencies unless someone click on your advertisement. This is good for managing costs. But according to Pay per Clicks Statistics of 2013 by Marketing Land, display advertising can get your site up to 300% more traffic. If ever you are spending lots of money on the PPC campaign, it will be returned eventually and threefold.

Now to the bad part. Here are some of the cons of using PPC management:

1. It can cost a lot of money. Every keyword has to be bid on, and you would have to bid high if you want to appear as a top dog in the search results. There are times that marketers bid higher than what they can afford or what is in their budget because of the need to be on top. So if you plan to use PPC marketing, make sure that you have the budget for it.
2. You can get a lot of traffic to your site, as mentioned above. But you could also get a lot of junk traffic. These are the traffic that just visited your site but have no actual interest in what you have to offer. They look good when you just look at statistics but they can ruin your PPC campaign because they lower conversion rates.
3. If you get more traffic, you pay more too. The price is not constant and you might find yourself spending a lot of money on this type of marketing.
4. There are restrictions that search engines put on some of the keywords. And you can see that some are overly expensive because of these restrictions. They can still be expensive even when there are no bidders on the keywords.

What Role Does it Play?

Despite the many advantages of this type of marketing, business men rarely rely on pay per click management services alone. It is done in collaboration with other marketing strategies. Here are the roles PPC play in marketing:

1. PPC is recommended if you want quick traffic to your site. In cases of short term campaigns, PPC can be your go to. This can be made live immediately and also get traffic immediately. Adjusting the message of your campaign will be easy because you can change the message of advertisements even in the middle of the campaign. PPC is used for attention in a short amount of given time.
2. If you have a specific product or service that you are selling. Using PPC plays a big role. The pay per click link can immediately lead to the page of that specific product. When you use a link leading to a particular page, clickers will most likely be customers. According to Business 2 Community, PPC management companies use PPC to sell services and products directly.
3. PPC management companies can be used to generate traffic for very specific keywords or phrases. And the more specific a keyword is, the cheaper the bid of it will be.

How to Make It Work?

If you want to make money from pay per click marketing, you not only need to have the best PPC management companies but you also have to have a kickass campaign. Reading PPC management company reviews will help with choosing the best managing company. The following will help you formulate a successful campaign:

1. Track your conversions. According to Marketing Sherpa, conversion is someone responding to the site’s call to action. If the call to action requires the viewers to buy a product, then more sales means a higher conversion rate. Tracking your conversion rate will also let you keep track of your expenses. Your PPC management company should offer to easily track your conversion rates. If your current managing company does not offer this feature, then look for a different company. Read reviews of PPC management companies to know which companies offer conversion tracking.
2. Set a definite budget. A little formula for setting the budget is to subtract the cost of each click to the profit per conversion. Simply put, you shouldn’t spend much more than what you are earning. This is a business and if you are spending more than what you are gaining, then you are losing in the business game.
3. Find keywords. There are many marketers that use broad keywords, after all, clients rarely search for a specific thing unless they know what they really want. But there is a disadvantage to using broad keywords, they are quite expensive because everyone else has the same idea. So if you want to succeed, use more focused keywords while still maintaining a sense of broadness.
4. It’s not all about the keywords. If you want to increase your conversion and get people to click on that link, you have to write well. Don’t take this for granted. Just because you have found your niche keyword, doesn’t mean the job is done. You have to entice possible clients with your writing. Be mindful of the rules the search engine put in place regarding advertisements. Be specific with what you want your viewers to do and be interesting.
5. Don’t forget to test your advertisement before you put in on live. There are some marketers who make the mistake of putting their links up for advertisement that they don’t check whether it will work. Although, you only pay when someone clicks on the link, you can still save time if you ensure that what you put up will be clickable.

You know a little more about pay per click marketing and its management, now you can decide if this is the type of marketing you want to pursue for your products. Do more research to know about more advantages and disadvantages of this type of marketing. This is just an introductory guide and you will find more about PPC, when you do your research and read reviews. Managing companies will probably provide you with trainings and instructions, but it is still good to be prepare on your own.

Want to know the best PPC management company? Visit CrowdReviews.com and read to know what others are saying.

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Trevor Price

Trevor Price helps small businesses leverage mobile technology to reach their audience and extend their capabilities in delivery, information, and tracking.

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