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 PPC (Pay Per Click) Campaigns |
Service providers and Etailers that recognise where the High Street now is, see that a PPC (pay per click) campaign is a necessary part
of the new wired paradigm. With online sales exploding over the inconveniences of fighting for a car park space in the bricks and mortar
High Street, eCommerce site owners know their site needs pay per click ads to appeal to the growing hordes of online shoppers.
Those that don't sell goods over the net also know that research is being done by the web - and that to get the user to you needs
online ads. The most recognised PPC model is that run by Google - they dominate traffic on the web and therefore dominate the PPC
landscape. The program is called adwords and has made Google's fortune more than any other part of it's offerings. Why? Because it was
a stroke of genius. For the first time, any company could pop a PPC ad and immediately see traffic coming to their site. It's not cheap -
but it works. It brings customers to you.
 PPC Background |
We're an SEO company - right? Why are we talking about paying for ads when we're all about getting it free through organic placement?
There are three answers:
- Studies show that the best arrangement for visitors to convert to customers is to appear once in the PPC ads, and once within
the organic results. Something about that combination makes for good customers, so even with excellent natural ranking, PPC will never
go away.
- Even if you are number one in organic search phrases, you aren't at the top of the page. The top is reserved for the three highest
bidding PPC member. When people search for a phrase, they generally automatically go to the top of the page on the left side of
the screen. For a search phrase with adequate competition, the top three places are occupied by sponsored ads. You may need to
be there.
- For extremely competitive search phrases, like 'car insurance', 'dell laptops', etc. PPC ads are a known method of getting in on
the action at a known price. These phrases are very difficult (though not impossible) to rank highly for, and PPC ads resolve that
problem and the time needed to see good organic placement.
| The Turner Dow PPC Service |
We'll manage your PPC campaign better by covering the following critical areas:
- Ad quality
- Destination page quality
- Click through rate
- Best positioning
- Measuring where the clicks originate
- Measuring which phrases were successful
- Which phrases are being bid on
- Negative key phrases/key words
A well run pay per click campaign overcomes poor organic positioning. Most campaigns fall far short of the optimum. One of the most
important factors in the campaign is an appropriate list of negative keywords, which should be around ten times longer than the positive
phrases. Another common failing is failing to issue ads for enough keywords. Still another is issuing just one ad for all keywords, when
an ad for each phrase is preferred. There are many factors which bring down the cost of the click, move the click through rate higher
and result in more traffic for less cost. TurnerDow and You - a match destined for success!
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