Pay
Per Click: Search engine basics
What you need to know:
Pay per click also known as PPC is an advertising method
used mainly on search engines.
Pay per click on search engines is an excellent way of driving
targeted traffic to your web site. Rather than waiting months
for your web site to be listed in the organic results of
the major search engines, ppc can give you instant traffic.
So what do you need to do to setup your pay per click campaign?
Keyword Selection:
First you need to decide what keywords you wish
to use. You need to think what your potential customers
would type into the search engine to find the product or
service you are offering.
If we take an example of a web site selling LCD TV's.
We would first look at our stock list and list all the
makers we sell and also the model numbers.
For example we may bid on the keywords "LCD TV"
which will bring in a lot of traffic. A more targeted method
would be to use brand names you are selling. I.e. Sharp
Lcd TV
Another important think when using pay per click
search engine basics is the landing page. You do not have
to send the visitor to your home page. For example if you
were selling a 32" Panasonic Lcd TV you could send them
straight to the page advertising this TV. This will provide
you with a much higher conversion rate.
Once you have decided on your keywords and landing pages
you need to decide on the Advert you wish to write. This
should be targeted to exactly what you are selling. Depending
on search engine you will have a title heading, and a brief
description of what you are selling. This should entice users
to click on your add to find out full details.
The last think you need to decide is the price you are willing
to pay for the clicks. This will depend on the amount of
competition in your area. Prices in the UK usually go from
£0.10 per click up to £5+ per click.
To work out how much you can afford to pay will depend
on your profit margin and conversion rate. For example if
you were selling a TV and making £100 per unit, and you were
paying 10p per click, and were selling one TV to very 200
visitors. It would cost you £20 per sale, so you would make
£80 on your tv.
This is a very basic example but gives you the pay per click
search engines basics you need to get started. Many ppc search
engines offer good guides to using their services and their
are many good books on the subject.
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