When you’re looking to create some quick traffic to your site, nothing beats Pay Per Click (PPC). PPC ads are sponsored ads that are visible in the search engines on the right hand side and up to four spots at the top of the search engine’s results page. These ads are ranked based on a bidding process. You pay the search engine each time your ad is clicked.
PPC can get you an instant listing, which is why PPC is usually done together with SEO. Together they make a balanced mix of traffic production.
If you’re considering a PPC campaign, here are a few things to keep in mind so that you can get the best value from your efforts.
1. Create Landing Pages
PPC ads are very targeted. Therefore, the page you serve up should be just as targeted. When a web user clicks on an ad they expect to see more information about whatever your ad promised them. By sending them to a generic homepage, you’re bound to frustrate them and lose them to a different PPC ad.
2. Shotgun VS Laser
If you have a lot of search terms you want to rank for, it can be tempting to try to target every single one of them (shotgun). After all, you only pay if the ad is clicked. The problem with this is that you end up spending a large portion of your budget on poorly performing ads. Instead take a more targeted (laser) approach to your ads. Spend more money on the ads that are performing well so that they can remain higher and visible for a longer period of time before your budget is spent.
3. Track and Test
If you’re maintaining your own PPC campaign, take some time to get to know the interface so you can track and test your efforts. It becomes easier to get good results once you know what your results are.
For the best results, call on a Pay Per Click expert to help you manage your campaigns. You’ll spend a few extra dollars each month, but your Pay Per Click ROI will be increased enough to make up for the additional expense.
About the author: Jeune Ortiz is VP of Marketing and Creative Director at future-ink. With more than 20 years of experience in graphic design and marketing, Jeune brings extensive knowledge and creativity to each website and internet marketing solution to grow your business.
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