Promoting Local Business

A guide to Pay-per-Click Marketing

Pay per Click marketing, or PPC marketing is a method of buying views to a webpage as opposed to earning them organically. As the name suggests, the advertisement service provider is paid for each click, and the advertiser has to bid on keywords they think are relevant to their page, so that when a search engine user searches for the keyword, their advertisements appear to them. The more relevant the advertisement is to what a user would search, the more likely they are to click on an ad as opposed to a normal search result. Since the users bid on the keywords, certain high traffic keywords may be extremely costly, depending on how many other companies want them and how much they are willing to pay. The essential goal of PPC marketing is to get visitors to a page through keywords and convert them to a customer such that a profit can be made over the PPC marketing costs.

This is not simply a matter of paying more than the competition, however. Most search engines will take into account the users’ search query and rank the advertisements based on relevance to the search term through the keywords. These advertisements are displayed to the user along with the regular search results. The most popular provider of this service is Google. Google search is by far the most popular search engine, and their advertising service Google Ads offer PPC marketing services and allow companies to display ads that appear within Google Search results. Due to the sheer volume of users Google has, this is often a worthwhile investment. Learn more about advertising with Google at Google AdWords management Brisbane.

Ideally, once an advertisement is clicked, the user would then go on to purchase a product which would offset the advertising cost by a large amount (e.g., $2 click into $50 purchase) but the reality is that few people would actually buy items off of a search engine advertisement. Not to mention that for more popular keywords, the price per click would be much higher due to the bidding competition. Therefore, a balance must be struck which requires some research on the most appropriate keywords, webpage design and layout as well as competitor analysis.

A lot of effort goes into an effective PPC campaign – the most relevant keywords are identified through research and organised into ad groups which direct to specific pages and appear on specific searches. The pages would be optimised to convert visits to sales. Google rewards advertisers who create relevant advertisements for their content in that if the users are generally satisfied with the advertisement as a search result, Google charges less per click, which increases profit.

There are also third-party services that manage Google Ads for a business. Google Ads’ interface, while providing some useful metrics, are not as detailed as those provided these third parties. They would also integrate with not only Google Ads, but other services such as Facebook ads as well.

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