PPC (Pay Per Click) is an internet advertising model which is used to direct traffic to your website or advertisement. Typically the advertiser, usually the website owner pays when the advertisement has been clicked on.
How do you direct traffic to your website with so much happening on the internet? Well that’s where PPC comes in. It’s basically tweaking your messaging, adverts and promotions so that your customers search becomes as accurate as possible. If you are a business that deals with electrical components for instance, you do not want a customer landing on your homepage after they have searched for caramel chocolate in their browser! Why you may ask? Because you will have to pay for this search term when it’s not relevant to your industry.
PPC comprises of SQRs (Search Query Reports), Ad copy, URL’s and Keyword Mining.
This week we will focus on SQR’s. Search Query Reports display the exact queries in terms of the keywords customers searched for, triggering your ads. Here’s some jargon to get you going.
Negative Keywords: These are words which need to be removed. Previously they took the customer to your website for the wrong reasons, but once removed you will not appear for that search term again, reducing your spend on PPC for the month.
Positive Keywords: These are keywords you want to appear for. It’s what your business is known for. And when a customer searches for an item which you do, you want them to land on your homepage. It could lead to a sale, ultimately that’s what you want.
Positive URL: If a keyword is a positive, it will need a URL which needs to be attached to the keyword. This URL will appear on the browser when a customer searches and types that specific keyword. If clicked on it will lead the customer to the correct destination automatically, saving search time and making it simpler for them to place an order.
Impressions: Are the number of times that specific keyword was searched for.
CTR (Click Through Rate): The amount of customers who actually clicked the ad after searching for it.
Maintaining excellent PPC results is hard work. It takes time and dedication and needs to be done with accuracy and precision.
There you go, an introduction to PPC and how it can catapult your business on the Google Charts. Competition is higher than it’s ever been and as a business it’s important to stand out by making your business visible. Keep an eye out as next week we will go deeper into PPC.
Click here and check out how to create Pay Per Click ad campaigns for your business.