Pay Per Click-Chapter 4

Hello everybody,
This post is going to explore pay per click campaigns.

First off, for those of you  who are unfamiliar,  pay per click campaigns are advertising campaigns that run on search engines result pages. In simplest concept, the greater the bid the higher your ad will be listed on search engine results. Google's pay-per click program is called Adwords. I have minimal experience using Adwords, but from what I have experienced it would be vital to any online marketing campaign. When using Google Adwords its important to know that they don't base your ranking purely off of your bidding amount. They also factor in your site's quality. For example Google offers discounts to sites with a higher click-through rate, even though about 20% of click throughs are fraudulent.

When first setting up your pay per click campaign you need to do keyword selection. You start with a market analysis to know what your competition is doing. You also need to figure out what your goals are for your campaign, for example are you aiming for exposure, traffic, clicks or conversion. Think of persuasive and specific keywords that your customers would use when looking for your product or service.
Next you focus on bidding strategies. When it comes to bidding there are different tools that can help you monitor your campaign and help you adjust your bids accordingly. For example if your site has a click through rate of about 7% you should be able to cut your bids in half without loosing too much footing in ranking.
Next comes advertising text. Never rely on one advert, try several then decide which one was the most effective. Advertising is divided into two different parts, title and ad text. Title should be key word rich. When creating ad text keep in mind that the function of the internet is information.
Next you need to develop proper landing pages. I wrote a whole post on landing pages with great tips in detail, to read click here.
And then you need to track. For full search engine optimization you need to be consistently tracking your work and your competitors to stay on top.

That's all I got for you today, until next time
-Caitlin Campbell