If done correctly pay-per-click (PPC) advertising is the best and most cost efficient way to attract new clients and be ranked on the first page. Major search engines such as Yahoo, Bing, and Google each have PPC advertising programs. One of the most popular pay-per-click advertising programs, however, is Google AdWords. This post will go over why it is beneficial to run a PPC advertising program and what are some common practices.
First let’s go over why you need to do PPC advertising. To be ranked on the first page is a long and painstaking process. Search engines take a while to index and rank a website on the first page, and it doesn’t matter if it is a new or an old website. In short, the relationship between a search engine and a website is reciprocal. For example, the websites that you see on the first page when you type a keyword in Google are chosen very carefully so that the results contain the most relevant and up to date information that answers the questions visitors search for. When these results answer the query entered, the visitor will come back and use that particular search engine again. If the search engine ranks and provides only quality websites, it will attract more traffic and it can sell more advertisements. On the website’s end, the more frequently the website is updated with interesting and quality information the higher the search engines will rank this website. Therefore, for the most part the websites that are on the first page on a search engine are usually quality websites that have put a lot of work to get there. Since it is difficult to compete with the websites that are already on the first page, or even worse if you have a new website which takes approximately six months to a year to be recognized, indexed, ranked well and earn trust from search engines, the solution to being on the first page is pay-per-click (PPC) advertising.
Creating a PPC advertising campaign is relatively easy. AdWords ads are context-driven, which means that ads display only when someone uses your selected search phrases in a Google search, or when a partner Web site with related content displays your ad. You therefore only pay a fee when a potential new customer is sent to your site. You can set up an AdWords campaign in Google by yourself within minutes, or have a professional help out. Using a professional would cost more up front to set the campaign up but in the long run you will get a better ROI. To create the campaign yourself, you have to sign up for an Adwords account first, create an ad, pick the keywords that you want your ad to be found for, choose a bid limit or budget that you are willing to pay and set the campaign live. Choosing the right keywords is critical if you want the campaign to be successful and to get the most bang for your buck. Ads are positioned based upon bids for the targeted keyword phrases. Per click bid prices can range from $0.05 to $50.00 per click. Bid prices for most industries are in the $0.50 to $1.00 range. It really depends upon how competitive your industry is and how much your competitors have already bid up the prices for keywords in order to benefit from the targeted traffic that Google provides.
So far, we have gone over why using PPC advertising is a must if your website doesn’t rank well, yet, and how to set up an AdWords campaign. The next step to a successful AdWords campaign is creating a landing page, also known as a “lead capture page” or a “lander”, which is a single web page that appears in response to clicking on an advertisement. A landing page can be custom designed and build or a you can use a template landing page. Having a custom designed landing page is better because there are no limitations as to what you can put into it and its layout. Custom designed landing pages are more expensive, when compared to templates which are a good way to get started if the budget doesn’t allows you but they are more limited. A really good example of the perfect landing page can be found here, and if you would like to see one of the custom landing pages we use for one of our AdWords campaign click here. The landing page will usually display directed sales copy that is a logical extension of the advertisement or link. The bottom line is that landing pages for an AdWords campaign are a must have. More than often, when clicking on a PPC ad the page takes you to a website’s home page and not to a specific page that is directly related to the search term. The visitor gets lost and confused because they can’t find exactly what they’re looking for. As a result they click the back button and leave your website, and you still have to pay for the visit that came from Google’s PPC section. Last, statistically speaking landing pages increase lead capture and lead generation by 300%. We have seen this with our clients and with our own AdWords campaigns. Contact us today if you need help setting an AdWord campaign or creating an Adwords landing page.