In addition to Google’s search engines, advertisers also have the option of displaying their ads in Google’s search networks, and publisher’s networks.
Google’s AdWords program is free to join and all you require is a credit card to get started.
Google AdWords and Yahoo! Search Marketing (formerly Overture), are the two largest PPC network operators. MSN has started beta testing their own PPC network - MSN AdCenter
How Does Pay Per Click Marketing Work?
The position of an ad in Google’s search engine is determined by three factors:
- ‘Maximum Bid’
This is the maximum price an advertiser is willing to pay for an ad to be displayed
- ‘Click-Through-Rate’ (CTR)
This is the number of times the ad is clicked on relative to the number of times the ad is display. For example, if an ad is displayed 100 times and clicked on 2 times, the CTR is 2%
- ‘Quality Score’
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This is based on Google’s evaluation of the ‘quality’ or ‘relevancy’ of the Ad Headline, Ad Description and Landing Page with the keyword(s).
Benefits of Pay Per Click Marketing
Pay-Per-Click Marketing has a number of distinct advantages over the more traditional online advertising media like banner ads, and even offline advertising mediums like radio and TV.
Here's why:
- Immediacy. Your ads can appear on the first page of the search engine within 15 minutes.
- Cost Effective. Cost is incurred only when your ad is clicked on and someone visits your site. This is a big departure from traditional media where the ad is paid for whether it is viewed or not.
- Wide-Exposure. Eight out of ten web sessions begin with a search at a search engine. Pay-per-click advertising guarantees your ads are displayed when prospects search for your product or service.
- Relevant. Your ads only show up for keywords specify. In addition, you can even specify the countries you wish to display your ads. This reduces increased ad relevancy and effectiveness
- Controllable. You can control how much you bid on each key word and limit how much you spend on your ad budget each day. You can ramp up, ramp down, turn on or turn off campaigns at a moment’s notice. You have tight control over budgetary spend and allows you to tie your PPC campaign spending with other marketing activities.
- Measurable. Your pay-per-click campaigns can be assessed via reports on a regular basis ensuring that the cost of acquiring a client does not exceed your pre-set limits
- Higher Conversion. PPC ads enjoy higher conversion rates compared to other advertising mediums because a PPC ad is displayed only when a relevant keyword is searched for.
In fact, Google asked their AdWords advertisers to rate all forms of advertising they've used and/or are currently using. The results showed that satisfaction with Google AdWords is up to 57% higher than all other marketing media.
Source: Google AdWords Customer Satisfaction Survey:12/03-01/04, --U.S./Canadian advertisers
How we can help?
Pay per click is a highly effective online advertising method.
But to fully maximize your Return On Investment (ROI) on PPC advertising, you need to ensure your PPC ad campaigns are properly researched, set-up, executed and monitored.
PPC ad bidding wars can get very heated resulting in companies quickly losing their ad positions. There are also bid gaps to worry about. When bid gaps appear several times a day, it means that companies end up paying more than necessary. These two factors alone can cost a company thousands of dollars if they go undetected.
In addition, the success of a PPC campaign is primarily dependant on the relevancy of the keywords that are being targeted. The challenge lies in being able to identify sufficient yet highly relevant keywords, to achieve a balance of maximum exposure and target-ness.
Internet Marketing Singapore Pte Ltd have worked with many clients in the area of Pay-Per-Click Marketing.
Our CEO, Fabian Lim, a Qualified AdWords Professional, will work closely with you and your team to ensure your online marketing goals are well defined and met.
We have the necessary skills and expertise to assist you in the planning, execution and monitoring of successful PPC campaigns.
Each PPC campaign we plan and manage involve the following activities:
- Keyword Research - To discover most relevant search terms for your products/service
- Competitive Research – To understand the competition you’ll likely face and develop effective PPC ad and bidding strategies to out-smart your online competition
- Ad Copywriting – To develop highly relevant and effective ad copy for all your PPC campaigns to achieve maximum Click-Though-Rates (CTR)
- Landing Page Development – To design highly effective landing pages to achieve maximum lead generation and/or sales conversion
- Monitoring and Reporting – To understanding overall effectiveness of PPC campaigns and to refine specific areas where required
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