Pay Per Click Advertising advertising is quite simply the fastest way to get targeted traffic and leads to your business website. However, it can be a tricky game and you can waste a lot of money if you do not know what you are doing. Proper optimization of Pay-Per-Click(PPC) ad campaigns allows you to maximize ROI with lower costs.
Without a doubt the king of pay-per-click (PPC) advertising has to be Google Adwords. Most people, even if they don’t know the name of Google’s PPC platform, know about Google ads. Every time you search on Google, to the right of the search results, you will usually see ads displayed on the right sidebar, next to the search results. At other times you will see ads displayed right at the top of the search results.
Big companies know the value of PPC to their business. The biggest spenders spend over $100 million a year on Adwords. Think they would spend that much if they weren’t getting results?
The key to Google Adwords and any PPC platform obviously has to be ROI. If you are spending $100/day on ads but you only average say, $50 in sales from that $100 ad spend per day, you will end up going broke. Of course, if you know for a certainty that your lifetime value per customer is well over that $100, it may be worth it to you no matter what you get in sales that particular day, so all this has to be taken into consideration. Whatever the case, you want to be sure to manage your budget with PPC wisely.
Only Pay for Interested Prospects
When a customer is searching for a service or product actively on the web, he is at the highest stage of the buying cycle. Imagine this, when he types in a search term that is relevant to your business, your ad shows up. He likes what you wrote on the ad, click through to your landing page, read through your offer in details and contact you. Isn’t this a highly targeted prospect for your business?
Basically, with PPC your ad could get displayed several hundred times per day, but you only pay any money for that ad when somebody clicks on it. The cost per click can be as low as a few cents or as high as $30 (or even more) depending on what keyword you target. Keywords are the particular search terms which bring up your ads. When someone searches for a keyword you are bidding on, it will show in the ad results on the right sidebar and depending on how high you bid for a click, you can be at the bottom or the top of the ad results, depending on your Quality Scores.
To understand what is PPC, let’s look at a typical Google Search Engine Results Page below. The search results displayed in the Blue borders are your PPC ads. (The area in Green refers to organic or natural rankings through SEO.)
High Quality Scores Increase Your ROI
A lot of DIY advertisers do not know that Quality Scores are assigned to each and every targeted keywords. These Quality Scores affect how much you pay for a click and ultimately the ROI on your PPC campaign.
Ad Rank = Maximum Cost-Per-click X Quality Score
If you have a high quality score, you actually pay lower cost-per-click than your competitors and yet rank your ads higher than them. When you pay lower than your competitors and yet achieve a higher visibility, isn’t that maximizing your ROI?
We are certified in Google Adwords and have achieved the maximum quality scores of 10 out of 10 for most of the target keywords in our clients campaigns.
Targeted Leads and Control
With Adwords, you can laser target what search terms you want to target and bid on ads. With certain keywords, you can really find quite cheap clicks which are like gold for you and your business. It just takes a lot of testing, experimenting and patience.
Let’s say you run a cat grooming business. For example, you may find that from 9 p.m. to midnight every day, you get charged $0.10 a click for “Cat Groomers Yishun” while from 10 a.m. to 3 p.m. you are charged $1.00 per click. Because of your testing, you know the best time to get cheap clicks so you may want to schedule your ads to only run in the evening due to your observation.
You can use Google Adwords’ own tools to help you determine the best ads to use, best time to run your ads, best keywords, how you compare to the competition, etc.
Besides showing up in the search results, you can also have your ads run on other websites who opt to have Google ads display on their website pages.
There are so many other PPC optimization tips and strategies to a Google Adwords’ PPC campaign that we cannot cover all of them here.
Contact Us Today
To learn more, contact us for a FREE non-obligatory consultation today!