Pay Per Click Advertising

1. What is Pay per Click Advertising (PPC)

If you search a keyword in Google.com, you can find that besides the regular search results, there are still other ads at the right hand side of the page, or in a shaded area at the top of the page. These are paid ads: The advertiser pay money to place their ads there. But they do not pay for just displaying their ads there, they pay only when the visitors click on the ads. This is why this kind of ad is called pay per click (PPC).

2. Advantages of PPC

One of the most obvious benefits of PPC is that it can bring instant traffic. You don’t need to spend weeks or months to promote your site by building backlinks, submitting article, blog commenting, and so on. What you need to do is to set up a PPC campaign and then get traffic right away.

Another benefit of PPC is that you don’t need to create too much informative content on your page, while with SEO you need to put a lot of high quality content on it with only a few product links, because you don’t want to make it look like spam. With PPC, your page is more targeted on promoting a product, and you don’t need to provide people other chances other than clicking on your affiliate link.

3. Why still SEO

Since PPC is so great, why do we still need to use SEO? There are some reasons:

The first reason is expense. It may be very expensive to start with PPC, because you don’t know how to tweak your campaigns to be profitable before you get it running. So you need to burn some money to get the statistics, and then tweak your campaigns to turn it into profitable one. But if you burn the money and can’t get the result you expect, you may lose money.

Another reason is that SEO can help increase the landing page quality score. The search engines want to make sure that the visitors who click the PPC ads and go to your web site will have a good experience on it, otherwise they will lose interest to click the advertisements. If your site has high quality, unique and relevant content, you can have a high landing page quality score, and therefore your cost for each click can be lower. SEO can help your site get higher score.

4. Keyword research for PPC

Keyword research is an important step for PPC campaign. You need to pick targeted keywords instead of general keywords, i.e., those keywords which may convert to sales. For example, “Digital Camera” is a general keyword with a big search volume, but it may not convert to sales because people who search for this convert may just want to get some general information about digital camera. But “Nikon D5100 SLR Digital Camera Review” is a targeted keyword, because people who search for this keyword may already have got some ideas about this camera, and just want to find others’ reviews and then decide whether to buy it or not. Product name, product name review, author name, author name review are all good keywords for PPC campaign. Also use the keyword for solving “urgent” problem, such as Fix Slow Computer, Stop Dog Biting, etc. You also need to add some negative keywords in your campaign, such as “FREE”, because people who use the work “FREE” always have no intention to buy something

5. PPC campaign tips

Once you set up a PPC campaign and let it run, you will need to tweak your campaign to make it profitable. You need to add keyword tracking into you campaign, i.e., you can track which keywords can make profit, and which keyword only waste money. Then, you keep the profitable keywords and remove those non-profitable keywords, or lower the bid price of the non-profitable keywords to see if they become profitable.

In Google Adwords, you can track the position of your ads. It is better to let your ads rank from 3 to 6, and avoid the position 1 and 2. Because in position 1 and 2, you will see a lot of “Happy Clickers”, who just want to click on something and don’t really want to buy. In position 3-6, you can find a higher conversion rate, and lower bid price than position 1 and 2.

There are lots of thing a newbie needs to learn about PPC. Since PPC is using money to make money, it is quite risky if you cannot handle it properly. Sometimes you may lose money quickly and then lose confidence on it. I recommend that you learn something from an expert to shorten your learning curve. There is an online program called PPC Bully, which can help you

  • Learn the underground secrets of PPC
  • Find out which campaigns are profitable
  • Fetch keywords from profitable campaigns
  • Optimize the landing pages for better conversion
  • Tweak the bid price for higher ROI
  • And more….

I strongly suggest you to check PPC Bully out.

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