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Google thus came up with an advertising model called pay per click (PPC) granting businesses premium advertising space on the web. But this space does not come for free. They have to bid for it. Companies bid on a keyword. The higher your bid amount, the better is your ranking and visibility on the search engine. Here again there are two subsidiary models of PPC – flat rate PPC and bid-based PPC. PPC is also often referred to as cost per click (CPC), sponsored links, and sponsored ads on other search engines.
Although expensive when compared to the more organic SEO methods, PPC can drive massive and potential traffic to a website. But PPC is not just about bidding at the highest possible amount. It’s about bidding at the right amount for the right keyword. Thus, PPC has a lot of stuff going on in the background. Let’s examine some of it.
Keyword Research
Any kind of SEO activity has its base in keyword tracing. A successful PPC also requires appropriate keywords to drive potential traffic to your website. This means you need to do a thorough research over the keywords most relevant to your business. Identifying and selecting correct keywords is fundamental to a successful PPC campaign Package. Now here again there is a difference between product PPC and service PPC.
Product PPC:
Here we try to promote and optimize a website for the products it offers. The focus here is on the keywords the customers would use to search for a product on the web. This type of PPC helps businesses track targeted customers. A product based PPC is also effective when customers are searching for a product based on price range.
Service PPC:
Here the services listed on a website grab all attention. Keywords related to the services are researched for and targeted. This type of PPC is mostly used by enterprises active in the service domain. They do not transact in any tangible product but offer services. Here again customers can search for services based on a price range.
Competition Analysis:
When it comes to the present marketing arena, it’s advisable to keep an eye on your competitors’ activities. It’s imperative that you keep a close watch on what your competitors are doing. The best thing to do here is to identify the competitors who enjoy better visibility and better business on the web as compared to you. Analyze how they have achieved this success. Try to see what keywords they have targeted for SEO. It’s highly possible that they have targeted keywords that enjoy high search frequency but less competition in bidding. Thus, be vigilant to your competitors’ moves and analyze them closely.
Contextual Advertising:
PPC also includes a touch of contextual advertising. Contextual advertising is a strategic move wherein you set advertising messages on related content pages of other websites. Now this again is a very smart move that needs to be carefully executed. You want to place these contextual ads on pages that relate to your website or are relevant to your business. Secondly, these ads need to be cleverly drafted so as to incite visitor interest and intrigue. They have to be clear and unambiguous yet exciting with popular keywords. Since search engines display contextual adverts in search results based on keywords, it’s a smart way of complementing your PPC efforts.
Content Creation:
This is again a vital activity that can propel your PPC campaign to great heights. Ensure that your content is unique and fresh but with relevant keywords. Try to accommodate the keywords targeted in your PPC campaign. Aligning your PPC campaign with the content of your website is absolutely crucial. It can be a challenge to create appealing content while still using the commonly used keywords and aligning it to the PPC efforts. But it’s not impossible!
Bidding:
This is where you need to invest all your brains. Get your enterprise think tank to devise a strategy for bidding. Bidding does not mean that you keep on raising the stakes on a keyword till you wear out your competition. That will only lead to financial setbacks. Bidding needs you to identify where to place your bets and to what extent. Withdrawing from bidding is also an art. So it is going to involve a lot of strategic level thinking and planning.
Campaign Evaluation:
This is one activity which many companies often tend to ignore. Once you are through with your campaign it is advisable that you sit down with the statistics and work your through them. Evaluate what worked for you and what didn’t. Draw out some learning points from the failures chart down your successes. This will prepare you better for your next PPC activity.
If you play the right cards and place the right bets, PPC can accelerate your business growth. Hiring PPC Managment experts like Radix can further fortify your success.