A Brief 101 on Pay Per Click
If you’re looking at building link campaigns to get raw traffic, pay per click (PPC) campaigns are generally the way to go. The various search engines all have their own PPC management platforms, such as AdWords on Google, which ensure PPC ads are delivered through their search engines, partner sites, and websites. But how do you get PPC to work for you? Let’s take a look at the secrets of PPC.
- Plan and Organize
Let’s use an example. Let’s say you are a bariatric surgeon and you want to promote a new surgery option. Your patients will search for you using terms such as ‘weight loss surgery’, ‘lap band’, or ‘gastric bypass’. You can’t however, put those three terms in a single ad and hope for the best. This is because you need to be really precise. If, for instance, someone searches for ‘lap band’ and sees ‘weight loss surgery’, they will skip it.
So, you need to make ad groups, one for each of those keywords you think people will use to search for you. It takes time to be this specific, but it is also essential in making your PPC campaign a success.
- Banner Advertising Is Your Friend
PPC is about more than just Google AdWords. There are lots of different options for you, including banner ads. These ads look fantastic and appear at the top of a website, or somewhere within the content itself. They have animations, graphics, images and more. A lot of internet users see these ads and think they belong to the website. In fact, they are rented out by Google, which means that they are paid for. So, you could have a banner ad for your bariatric surgery on a weight loss website, for instance, and it will look like it belongs there.
- You’re Never Done
At each point during your PPC management campaign, you have to monitor it, make changes where needed, and support where it is working. Look at how much returns you are getting for each advertisement you use, which will tell you how well they are working. This will tell you whether to put a bit more money into a certain keyword, or whether you want to stop paying for a certain keyword that doesn’t seem to attract attention. You need to create a system in which you can calculate exactly how many returns you are getting for each bit of money you invest. After all, if you don’t see a return on your investment, there is no point in doing it at all.
You also need to look at so called ‘negative keywords’. This happens when you notice your ad gets shown with keywords that aren’t used by people who are looking for you. If you spot these, you need to list them as negative, so that your ads are no longer triggered by them. The best way to get the most out of your PPC campaign, however, is to get a professional to do it for you.