Billions of search queries have created a tremendous opportunity for advertisers, who can finally target their message based on people’s stated intentions instead of the demographics or other poor predictors of purchasing behavior they have been forced to use for decades. Even better, each time a searcher clicks one of these ads and makes a purchase, advertisers can track the result.
What is Pay Per Click advertising?
Pay-per-click (PPC) is a keyword advertising program. Ad is placed on other websites by keyword match. In PPC programs, you’re charged each time a website visitor clicks on your ad. Some pay-per-click services work with actual search rankings meanwhile others are more about text advertisements. There are also the category-specific PPC programs, such as those for keywords, products, and services.
The main goal of PPC is to drive traffic to your website but it also has numerous advantages over traditional search engine optimization:
- You don’t need to change your current website design. You just have to bid for keywords and pay what you selected.
- It is really easy to use and quick to implement. You have to sign up for PPC program and that is it.
- You don’t need any special knowledge to use PPC but the results are much better if you understand keywords and how they work.
You must test your keywords because you’re not necessarily going to get the best results with all the keywords or phrases that you choose. You can use a keyword suggestion tool when developing your keyword list. Keyword suggestion tools provide a list of suggested keywords based on a base word that you enter into the search tool. Some of the best keywords suggestion tools you can find online:
- Trellian Keyword Discovery Tool – This tool enables you to ascertain the market share value for a given search term, see how many users search for it daily, identify common spellings and misspellings, and discover which terms are affected by seasonal trends.
- Google AdWords Keyword Tool – This tool provides suggestions for additional words that you may not have considered.
- Wordtracker - You can search for terms in the database of terms collected. This program tells you how often a keyword or phrase was searched for.
When you are choosing your keywords you have to be aware that the certain keywords can create issues, especially vulgar words and politically incorrect words. Words such as A, An, Where, But, When, While, The, If, Free, How and other similar words are usually ignored by search engines and are completely useless in your PPC programs.
If you’re not currently using any of the platforms and you want to try one, I recommend opening a Google AdWords account and setting up a starter campaign. I will try to explain basics of Google AdWords in upcoming blog post.