Our previous blog introduced our free Ten-Step Guide to SEO, this time we explore website marketing in general, and Pay Per Click Advertising (PPC) in particular.
How can you attract more customers using Pay Per Click Advertising?
Pay Per Click Advertising captures potential customers and gets them to your website.
Pay Per Click Advertising – One of the most important aims of a business website should be to attract high volumes of high quality customers. In a High Street, customers regularly walk past independent retailers on their way to well known brands. Strong offers and window displays can attract this passing traffic.
However, competition on the web is significantly higher than in the High Street. Whereas the latter benefits from local trade, the web is global, with no passing trade. You therefore need to generate customers / traffic for your online store yourself.
Like a shop, you need to advertise your website to attract customers. Fortunately, Internet search engines are used by Internet customers who are looking for information. However, you should still use traditional local advertising as part of the mix to generate traffic directly to your website.
A click does the trick with Pay Per Click Advertising…
Advertising on search engines – known as Pay Per Click advertising – needs to be effective:
• Search engine users traditionally look at three or four websites before buying.
• Ensure that your website is one of these and that when customers visit it, ensure you have a way of capturing their details.
• Your website must look as professional as your competitors’ (preferably better!), and should promote trust and security as well as any offers.
Adverts used in Pay Per Click advertising are found on the top (sponsored advertisers) and the right hand side of most Google (and other types of search engine) pages. Google calls its brand of advertising pay per click advertising ‘AdWords’. Website owners set up an advert and Google determines the value of its content based on the relevance of the products or services promoted on their website.
The more relevant the content of the advert is to the website, the higher it will appear in the list.
In addition to measurement by relevance, you also bid for your keyword in. If the relevance of advert versus website content is right, the price you pay also determines the position of your advert. As with SEO, you need to be on the first page and preferably one of the Top Three entries to do well in pay per click advertising.
P.S – With Pay Per Click Advertising, it’s easy to waste money by capturing the wrong types of customer, especially if you’re not sure what you’re doing. Each time someone clicks on your AdWords advert, Google charges you – hence the name Pay Per Click. Why not tell us about your Pay Per Click Advertising experiences? Martin, “the SEO Superman” will answer any questions that you have.
Tip: Check how competitive your keywords are: It is important to understand how competitive your keywords are, whether for Pay Per Click Advertising, or for organic search, you should understand this metric. The higher the competition, the less likely you are to receive traffic from the keyword (or phrase). Click here to find out how competitive your keywords are and what you can do to improve your Pay Per Click Advertising campaigns.
