Pay Per Click (PPC).
Pay Per Click advertising is a great way to get your website instant traffic by using Google’s advertising model (Google Adwords). Microsoft and Yahoo also offer the PPC advertising model but their user interfaces are complex and their search engines cannot get close to Google with regards quantity and quality of users and searchers. I recommend starting with Google and investing your time, energy and money here.
Google Adwords delivers targeted advertising like no other medium. Long gone are the days of wishing and hoping your advertising works. By running tailor-made adverts (Adwords), you are using Google’s actual search data, which has been collected and collated every second of every day from millions of searches. It doesn’t get more targeted than this.
Essentially Pay Per Click is like an auction. By targeting specific keywords and key phrases, you can get immediate exposure based on your allotted daily budget—you determine this inside of your Adwords account. As an advertiser, you pay Google for every click a visitor makes, when they enter your website through your Adwords advert. It is important to start with small click prices, hone your skills in your particular market or niche and then roll out more adverts once your Click-to-Conversion rate is profitable.
The good news is Google uses two factors ‘Relevancy’ and ‘Quality Score’ to reward the best Adwords adverts and positions them higher on the page, even if you pay less per click than your rivals. Components making up the Quality Score include your account CTR (Click-Through Rate), the quality of your landing page (i.e. website pages) and relevancy, plus other factors.
When searchers type in a specific search term, the Adwords adverts appear in two sections of the page; at the top and to the right of the natural search engine results. They also appear on ‘Product Search’ results and on other private websites as ‘Adsense’. They will also list on ‘matching content’ sites via the Adwords Contextual Advertising option within your Adwords account. I recommend you switch off the Contextual Advertising Option as it is relatively inefficient at matching ads with relevant websites, in my experience.
The use of Adwords banner ads is an open market right now with low click fees and lots of opportunity without the high competition. Success with Adwords takes time, means creating lots of ads and testing and refining as you develop your skill set. This means creating many Adwords accounts, each with its own Campaigns, Ad Groups and keywords.
To create multiple Adwords accounts and to keep them all in one place use Adwords Client Center. And make sure you let Google know that you are an ‘Advertiser’ when creating this one big account by selecting this option in the set-up. To easily manage your big list of keywords try Adwords Editor.
