There are two commonly used methods of attracting potential customers to your web page; one is to use Search Engine Optimisation (SEO) and the other is via Pay Per Click (PPC). SEO relies on knowledge of the search engine criteria and using specific keywords and phrases to ensure a website stays near the top of the search engine rankings. Properly done this can be a very effective tool and will attract many customers to your business.
PPC is equally as useful; a business must pay a set fee to the search engine provider every time someone clicks on their advert link. In return their advert is featured prominently on any search results page which relates to their business. Although there is a cost to this kind of advertising it is a very effective way of bringing more customers to the business and can be used in conjunction with SEO to create the maximum draw possible to your website.
If you intend to use PPC it is important to be aware of the latest developments in this field; the parameters change frequently and you need to be vigilant when relying on this technology. Companies such as 2marketing.com can be of great assistance in determining the best approach to PPC. Some of the latest developments which they would be likely to discuss with you are:
Pay per click has become an extremely effective marketing tool. However, this has led to an issue regarding the cost of ‘clicking’. The more popular the industry in which you operate the higher the price will be per click; this is simply because not everyone can appear on the front page of the search engine; only those who pay the most will appear at the top. In some industries this has led to costs of £10 per click! It is essential to monitor this and know when to cut back on your PPC activity.
Setting up PPC is very easy! However, the guidelines, competition and facilities offered by the search engines are constantly changing. This means that the package you believed you signed up to could be ineffective as quickly as a week later. It is a complex field and must be monitored constantly to ensure you achieve the best results possible for your money.
Image Source – Edgeworks @ Flickr
Until recently PPC required you to choose your keywords and assign them to your campaign – these words would then apply to every ad group you were using. The rules have now been changed and the latest update ensures you are able to apply keywords to individual ad groups; meaning that you have far more control over each ad group and which keywords are important for each group.
Costs on a PPC campaign can quickly add up and end up making a product unviable or unprofitable. It is now possible to set a budget cap for both individual campaigns and for group campaigns. This is sure to eliminate any nasty surprises when your advertising bills appear.
Cost & Revenue Tracking
With the increased popularity of PPC there are now many tools available to help businesses ensure they are getting the best possible results from their campaigns. One of the most effective, new methods of doing this is to monitor every penny. It is now possible to see where every penny of your marketing budget is going and what revenue is being brought in from that expenditure. This information is essential to ensuring you make the most of your budget and maximise the number of potential customers.