What Is Pay Per Click
Advertising
What is a keyword?
Why Do a Google Adwords campaign
First?
What keywords should I use?
Where do the ads appear?
When do the ads appear?
What does InstantPayPerClick.com do?
Why shouldn’t I do it myself?
What does it cost?
What do I receive?
Can I track my ROI?
Who do you work with?
How can I get started?
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Pay per click, or PPC, is an
specific advertising techniques that is used predominantly
by search engines. It consists of text ads that are
usually placed near the search engines search results.
The reason it is called Pay Per Click, is because
only when a visitor clicks on the text ad is the advertising
charged a small amount – an amount that you can also
control. There are several variants to PPC, but for
the simple fact that you as the advertising only pay
when your ad is clicked on, is has great appeal as
an advertising medium.
There are two pay per click
search engines that dominate the market. These are
Google with their Google Adwords program, and Yahoo!’s
Overture. The other players in the market will get
your traffic, but your best bet is to test on these
two monsters first.
One of the main things as an advertising that you
will want to watch out for is click fraud, which is
basically when your text ad is clicked without the
party clicking having any interest in your ad or website.
Sometimes it could be competitors, or just someone
randomly clicking and accidentely clicking your ad.
The good news is that the good search engines will
track the IP address (think of it as your computers
address) of each person clicking, and if they click
multiple times on your ad, you won’t be charged for
it.
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A keyword is a word or a term
that is related to your industry. For example, if
you were in the mortgage and home loan business, then
the obvious first keywords would be something like
mortgage and home loan. However, sometimes these broad
type keywords are not the best to use. Often, you
will be able to get a better response and pay less
for a more specific keyword (for example California
Home Loan, instead of just home loan).
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We recommend and always start our
clients on Google Adwords first. The reasons is because
testing on Google Adwords is just so much easier and
faster. You can make changes to your ads and often within
5 minutes you can see the changes in real time.
The benefits to doing this are obvious,
especially since Google Adwords formula for ranking
(meaning where on the page of advertisers you end
up) is - Bid Price x Click Through Rate – what this
means, is the price you bid for your keyword, multiplied
by the number of times out of a hundred your ad is
clicked.
What does all this mean? Simply this,
if you are a good ad writer, you can pay much less
for the same keyword for the same rank than your competitor.
Example:
ABC Company
Bid Price: $2.00
Click Through Rate: 1.2%
Rank: #2
XYZ Company
Bid Price: $.80
Click Through Rate: 3.5%
Rank: #1
Now, why is XZY Company who
uses our services in rank #1? Let’s go through the
numbers. ABC Company bids $2 and gets a 1.2% conversion
rate, which means that for every 100 customers that
search on Google for that keyword, they pay Google
$2.40 and get a little over 1 customer.
XYZ Company on the other hand bid
$.80 and have a click through rate of 3.5%, which
means that for every 100 customers that search on
Google for that keyword, they pay Google $2.80, and
get 3 ½ customers (I know there isn’t such a thing
as a ½ a customer but you get my point).
So, Google will look at XYZ
Company and say, “Hey, your paying us more money,
so you should be rewarded, have #1 position, we don’t
care of the other guy has a higher bid.” Or something
to that effect. Now, keep in mind that the Bid Price
and CTR (Click Through Rate) are not the only factors
that Google considers, however, to cover them would
take a book in and of itself. We constantly keep abreast
of what Google is doing and changing as far as their
adwords is concerned.
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Selecting the right keywords is vitally
important to the success or failure of your campaign,
often it comes down to using the right tools when
doing your research. We utilize software that will
break down a word, and give us all the variations
on that word as well as cross references or close
meanings (for example, if we type in hockey, it will
come up with hockey stick, hockey shirt, puck, goalie
etc.).
Probably the most important
thing to keep in mind is to use keywords from even
the most obscure areas, and just test them to see
if they provide a return. It is especially important
to do this if you are in a very competitive industry.
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The text ads usually appear next to
the search engine natural listings on the right hand
side. For this reason, using PPC in the right way,
can often produce as good or better results as having
your website in the natural listings.
When talking about PPC management
you’ll often hear about ‘left side’ ‘right side’.
The left side is where using Search Engine Optimization
techniques will help you end up, i.e. the natural
search engine listings. The right side is reserved
for advertising or PPC space, and anyone who wants
to bid can get within those areas. Sometimes, you’ll
also see ads appear ABOVE the natural search engine
listings.
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On Google Adwords, often as little
as 5 minutes is all it takes to get it going. Places
like Overture however, can take up to 5-10 business
days to get your ads listed. The reason is because
unlike Google, there is a massive human element involved.
Every ad is actually reviewed by a human and checked
to make sure there is no irrelevant content/words/meanings
in your ads.
The benefit is that there is high
quality content/ads for the viewers of Overtures partners,
however, the downside is that often your ads will
get rejected because they ‘feel’ it is not relevant
to your campaign, and you will then have to wait another
5-10 days.
The other major downside to
this is the inability to test your ads fast. If you
have to wait 5-10 business days to put up a new ad,
it is very hard to test quickly to get yourself the
best result. This is why we always take our clients
through Google Adwords first, and then Overture.
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We automate and look after the process for you. Because
of the pitfalls and serious loss of advertising dollars
that occur if you don’t do a campaign correctly, it
is very beneficial to let people who know what they
are doing handle the job. We don’t do SEO (search engine
optimization), we don’t do Ezine advertising, all we
do is Pay Per Click management. We are specialists in
it.
The 10 step process that we go through is:
- Analyze your business, and
find out what your goals are
- Establish a budget and a
program to work with you on
- Research your keywords based
on your budget and program
- Setup your specific keywords
- Setup your campaign correctly
(yes there is a specific way you want to do it)
- Setup your ads (a few of
our techniques will often drop your bid prices straight
away by half – without a loss in rank)
- Setup the testing side of
the program
- Monitor and re-evaluate the
ads to improve your CTR and reduce your bid price
- Provide monthly reports on
your campaign with trackable results
- Get you the best result possible
By following this process we are
able to guarantee a minimum of 2% CTR and if you already
have a program running, that we can reduce your bid
prices by a minimum of 15% (which has at least paid
for our services just from that).
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Apart from the many pitfalls in PPC
campaigns, there is also this interesting statistic.
According to MarketingSherpa, companies who outsource
their PPC bid management to a qualified search engine
marketing company, see their conversion rates increase
from 5.4% to 6.8%.
As a company, we specialize
in PPC campaigns, it is our business, it is what we
focus on. We are sure you have your primary focus
for your business as well, and your time would be
better spent focusing on your primary focus. We get
on with our business so that you can get on with yours.
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Following our 10 step process,
you’ll receive the following:
- An analysis of your business
for PPC management
- A list of keywords, the number
of searches per month, and the number of competitors
within that keyword
ampaign setup and structure
- Ad writing and testing (we
say fortnightly however for the first 3 months we
monitor it much more closely to give you
- the best result until we
find what is called a ‘control’ ad)
- Monthly reports outlining
your CTR and Bid Prices by keyword, total spend
and improvements based on the previous months.
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Absolutely, we will need to work with
you a little more closely, and you will have to have
access to your website server to upload/insert code
into your website (it doesn’t change any of the layout,
the code is actually hidden).
By utilizing this technology
you are able to track your return on investment (meaning
how much you spend on your adwords versus how much
those adwords bring you in sales). This has obvious
benefits, but as with any advertising, you want to
ensure that your sales at least exceed your advertising
spend.
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Our policy is to work with only one
company from any given industry, in each country.
While this may not make as much financial sense for
us as a business, we feel that our clients should
come first, and that means working with non-competing
businesses.
You can be assured that if you
are a client of ours, we will not work with any other
business within your industry, which gives you a distinct
advantage.
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Simple, click here and select
which program you would like to get started with,
contact us, and one of our leaders will get back to
you within 24 hours.
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