What Is Pay Per Click Promotion And How Can It Work For Your Internet Site

Posted by Online Reputation Handbook

November 23, 2009

Pay per click promotion is a sort of Online Marketing that allows the advertiser to list adverts on the search results page of any given search. The search engine will simply sell the space for the advert to them but they will only make a charge to the advertiser for the space if a searcher actually clicks the advert. When the searcher clicks the advert, in all probability because they are attracted to what the advert says, they are taken directly to the advertisers web site so that they can find out more facts and hopefully make a purchase.

This whole system of advertising relies on the correct choice of keywords – the words entered into the search engine by searchers in order to locate what they are looking for. If the business has chosen to have a pay per click campaign on a keyword entered by a particular searcher the search engine will present the businesses advert along side the “organic” results generally listed in the main body of the page. Therefore it is vital that the business who wants to advertise it’s goods online opts for keywords that are being used by their potential customers to seek out their products.

You can either use the services of an Online Marketing organisation to handle the pay per click advertising or you can do it on your own. The process is quite easy although a little time consuming and basically consists of the following:

Deciding on a pay per click provider. These providers are in the main the search engines themselves and indeed pay per click adverts are frequently the largest income generators for the search engines. You may also discover that you can use a pay per click service on a price comparison website. Once you have selected the provider you need to pick the keywords that you are concerned with. Take care to ensure you have selected the best possible ones to define your product. The majority of the search engines will have tools that you can use to choose the best ones in terms of number of searches.

Then it is important to decide how much you want to pay each time someone clicks on your advert. The more you are prepared to pay the higher up the sponsored advert listing your Search Engine Placement will be. One bit of advice here is to look at the less popular but more detailed keywords or phrases. If you can get one of these in your campaign you can achieve quite a low spend, get a satisfactory number of clicks but have a great conversion to sale rate from those more specific customers. To give an example, imagine you sell “blue desert spoons” only, if you opt for a keyword of “spoons” you will get a large number of people searching but they may be looking for any colour or type of spoon. Of course the majority of them you won’t be able to sell to as they don’t want a blue desert spoon. And yet you will have paid a high pay per click cost for a lot of clicks. Now if you chose “blue desert spoons” as your set of keywords you would get a lot less clicks due to the lesser number of searches and reduced airing of your ad. The people who do click through to your site however, would be perfect customers. Your sales will be high and your cost per click on such an obscure set of keywords low.

So we can see that pay per click is a valuable tool but pay careful attention to the keywords you choose, help can be given by an online marketing or Search Engine Optimisation Company if you’re finding it difficuly.

Online Business, Promotion and Marketing