Pay Per Click Marketing
If, like many business people, the first place to you turn to these days is the Internet rather than the yellow pages or printed advertising, you need to read this article. We discuss how online advertising can literally dwarf the revenue you can now generate through other advertising methods.
The screenshot below shows what appears in Google if you type in "payday loans". Highlighted in red are the Google "Sponsored Links", commonly know as "pay per click".
If you have a website that you have recently had built for you, or even have a website that was built a long time ago but brings in no business and\or you now want to get it in front of your potential customers fast, running a "pay per click" campaign might be for you.
On the face of it, pay per click works in a simple way; website owners can write a short 2-line advert as shown above and only pay Google when their Ad is clicked. Other search engines such as Yahoo and MSN also have similar advertising programs.
Pay-per-Click functions around keywords, also called "search phrases", in the same way that search engine optimisation and search engines do. You type your phrase into Google or Yahoo, and the results are shown.
Pay-per-Click is basically a keyword auction. As a website owner, setting up a Google Adwords campaign is deceptively simple; you can create a Google account, write a short Ad, select the keywords you would like to bid on and then quite literally click "go". As shown in the above sample, each ad is made up of a blue link and two lines of text, as well as a www address, which is usually your website.
As with anything that seems this easy however, there is a potential pitfall; Google are in the business of making money. They generate billions of revenue from their pay per click system and it is set up to generate them as much as possible. Setting up your pay per click campaign incorrectly and not staying on top of it can have the effect of burning through a lot of money fast if you do not have the specialist skills needed.
Employing a pay per click management company to look after your campaigns can more than pay for itself many times over.
What Pay-per-Click can do For YOUR Business
- Direct people potentially looking online for your products or services to your website almost immediately. Pay-per-Click does not require you to wait several months and invest a lot of money on a search engine optimisation campaign.
- Provides immediate feedback on specific keywords that are considered "converting" keywords i.e. keywords that initiate a purchase from your website or prompt a telephone call or sale. Over time, an effective management company should then let the winning keywords run and pause the non-performing ones.
- You have the ability to turn it on and off at your convenience and set a daily click budget
- You only get charged when your pay per click Ad is clicked.
- Pay per click can give you almost instant feedback about effective keywords
As a broad example, the financial services industry is one of the most competitive and as a result attracts some of the most expensive "cost-per-clicks". It is estimated that a credit-card related click-cost may cost up to £15. As outrageous as this may sound, you need to look deep into this industry to understand the figures. For instance, if a bank gets hold of a repeat customer whom then keep their credit card loaded up each month, the bank is likely to easily recover the preliminary click-cost investment.
As a general guide the average click cost you will be will vary from between 10p to £50 as determined by the industry sector. As mentioned earlier, pay per click is essentially a keyword auction.
To illustrate how click prices are linked with other online advertisers, an individual selling products worth £5 online is unlikely to pay £20 per click to promote their running shoes. Competitors are unlikely to pay £20 per click if they want to make a profit. In the case of the running shoes, the click cost is likely to be about 40p per click.
Among the factors that also affect pay per click costs radically include how well you manage your Google Adwords Campaign. This is one of the most crucial factors and can make the difference of paying up to 100% more for your clicks than a competitor in the same Ad position.
Your goal with pay per click is to get the highest number of targeted clicks for the least amount of money.
Our 5 Steps to Success with a Google Adwords Management Campaign
- We discuss a campaign objective
- We delve into the keywords that rivals are bidding on using our advanced tools
- We suggest a targeted keyword set after the above research is carried out
- We agree a daily click budget before setting up and turning a Google campaign on
- We actively manage your pay per click campaign and discover which keywords convert and those that do not
For more information on Google Adwords Management and how we can help get your website visible to potential customers, call us now on (0800) 0751 681. Make your website work for you 24x7.
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