Pay Per Click (PPC) Search Engine Marketing Pay Per Click (PPC)

Pay-per-Click Advertising (also called Sponsored Search) should really be called Pay-per-Click Marketing. It is the perfect complement to ongoing Search Engine Optimization of your web pages.

The concept of Pay-per-Click is deceptively simple. Advertisers create text-ads for specific keywords and keyword combinations. These ads display on the Search Engine Results Pages (SERPs) alongside the organic search results when a searcher (i.e. your prospect) types this keyword into their favourite search engine. Pay-per-Click ads can also display on sites with related content.

The position and display of your ad is determined by how much you - the advertiser - are willing to pay per click, and (in Google AdWords' case) by how relevant your ad is to the searcher. Ads that are never clicked on will quickly disappear, no matter how much you are willing to pay.

So why do we call it Pay-per-Click marketing instead of Pay-per-Click advertising? Easy. As any brand marketer knows, it costs money to run ads, and often it's not easy to measure results. In the Pay-per-Click world, you don't pay anything when your ad isn't clicked on. Where else can you get free branding? And with Pay-per-Click marketing, it's easy to measure results - with the proper setup of course.

PPC Step 1 - Keyword Analysis:

• Know Your Audience & Know Their Language Together with you, we create a list of words and phrases that your audience uses when they are actively searching or researching your product offering. This analysis also establishes the expected relevance of individual keywords for your searcher, the competition for a given keyword, and the relative value of a clickthrough to you as the advertiser.

PPC Step 2 - Create Pay-Per-Click Ads:

• On the face of it, this phase is really straightforward. Of course, the devil's in the details. You create text-based ads for your keywords and/or keyword groups. The creation of these ads follows strict rules set out by the major Pay-Per-Click engines, namely Google AdWords and Overture. You determine the content of individual ads and where a searcher lands on your site upon clicking on the ad.

PPC Step 3 - Create Pay-per-Click Landing Pages that lead to Conversion:

• One of the unique benefits of Pay-per-Click marketing is your ability to send your clickthrough traffic to specific landing pages within your site. Create landing pages that reinforce the message to your searcher: "You have come to the right place". Based on your earlier analysis of keywords, you may have multiple landing pages, one for each keyword grouping or even one per keyword.

PPC Step 4 - Determine your Pay-per-Click Campaign Budget and Turn it On:

• In truth, you will have established your budget in phase 1 already. However, now is the time when you establish it in the Google AdWords account and a credit card comes in handy... You determine your maximum daily overall spend and confirm maximum cost-per-click for your keywords.

PPC Step 5 - Monitor, Test, Tune your PPC Campaign:

• Near real-time reporting allows you to quickly identify what works and what doesn't. It is absolutely essential that you monitor and optimize your pay-per-click campaign on an ongoing basis. It is also not enough to just rely on the built-in reporting by the Pay-per-Click engines. You have to reconcile the impression and clickthrough data with the resulting traffic on your web site landing pages, and whether the traffic has resulted in the desired outcome. Otherwise, you might find yourself spending tons of cash with little return.

PPC Step 6 - Watch the money come in:

• No, really. When properly designed and executed, and integrated into an overall online marketing plan, Pay-per-Click marketing is an incredible tool. And don't forget the branding aspect: even when an ad doesn't get clicked, it still delivers a targeted impression of your message to your audience. So what are you waiting for?

We provide the full range of Pay-per-Click Marketing Services. Much like Search Engine Optimization, Pay-per-Click Marketing is not a fire-and-forget strategy. It requires careful design, measured implementation and ongoing monitoring. We have experience running sophisticated PPC campaigns with proven results.

Whether you are a small organization looking to experiment with Pay-per-Click or a larger enterprise looking to complement your other online marketing efforts, eSimplifyMe helps you be found.