Pay Per Click (ppc)

Unlike traditional offline advertising Pay Per Click (PPC) allows more than placing advertisements, crossing your fingers and hoping for returns. Instead, PPC advertising offers detailed reporting, and alignment with comprehensive tracking tools.

You should regularly monitor the effectiveness of a Pay Per Click campaign to determine which keywords and adverts generate the most clicks and conversions. A websites conversion points could be:

• leads to sales
• sign-ups
• downloads
• page views

Monitoring these statistics identifys areas of your campaign that could require moficiations to improve performance. You can drive even stronger results  from ongoing reviewing and making  alterations based on the captured data.

Pay Per Click is priced for every click that your receive to your website, the pricing is structured on a bidding process a little like Ebay. For competitive keywords the cost for each click (Cost Per Click) can be expensive, but the clicks are only expensive in relation to who else is bidding. PPC provides targeted traffic from people who are already looking for a specific requirement, the leads generated are strong, high converting potential customers.

Below is a example of how the Pay Per Click Process works:

• $100 initial marketing budget invested in Pay Per Click

• A $0.10 Cost Per Click (CPC) which could equate to around 1000 targeted clicks

• With a example 10 % conversion rate, 100 sales would be generated.

• A example average sale price of $10

• $100 investment returns $1000 in sales

• Reinvest profits back into PPC to generate more business

Remember Pay Per Click is charges you everytime someone clicks your advert, it is important to practice customer retention tehcniques to encourage repeat purchases from customers originally sourced through Pay Per Click. 

The life cycle of a Pay Per Click campaign:

Pay Per Click is a great tool to instantly draw in targeted visitors to your website who are looking for your products and services. To do this effectively campaigns should be trialled and data captured, at regular intervals the campaign should be reviewed and modified to improve performance.

Throughout the life of a PPC campaign, testing will need to occur to understand the current Pay Per Click audience and what they respond to. This is achieved by:

• Ad Text testing – Adverts are set up with aligned with current marketing messages and previous campaign learning’s. These Adverts are then ran and tested over a period, and then readjusted to improve click through rates.

• Max spend tests provide an understanding of how much budget should be spent on a daily basis to achieve a strong level of visibility throughout the day.

• Ongoing keyword research and development should be completed to ensure a Pay Per Click campaign matches the current consumer search trends.

• Removal of keywords that do not provide conversions – Many keywords will provide visitors to the website but they will not convert into customers. These keywords should be monitored over a period to judge if the visitors are finding the information they require or if they arrive at the website and leave straight away.

• Regular Monitoring and Adjusting is required to find a balance of Cost Per Click of each keyword and the visibility it gained. Focusing on converting keywords that provide a lower cost per click is key to keeping Pay Per Click costs down.

• Quality Score - Improving on each keywords quality score to receive cost per click reductions that will reduce the overall costs of the campaign.

• Reviewing website statistics to judge which Pay Per Click Keywords provide site visitors who are more likely to purchase.