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PPC Fundamentals

Aug 13, 2009   |   Web Design and Promotion
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PPC Fundamentals

Rebecca Lieb, VP, U.S. Operations, Econsultancy

David Szetela, CEO, Clix Marketing
Matt Van Wagner,
President, Find Me Faster
Mona Elesseily, Director of Marketing Strategy, Page Zero Media

PPC is a disciplined marketing method involving statistics, bidding process, and strategy. However, when used correctly, it can complement your SEO efforts. Here are some fundamentals of PPC:

Why do PPC?

PPC ads can be written about sales, promotions, and the like. Therefore, it allows you to communicate time sensitive information that can yield high conversion. Also, opposed to SEO, you can control which page you want the consumer to land on. You can also geo-target your ads so that you can home in on your established feeder markets. Finally, you have the option of not only displaying on search engines, but also on other websites as available in content networks.

I have a list of keywords. What do I do now?

Arrange the keywords into themes. Each theme will be an ad group. For each ad group, write a couple ad copies. With each ad copy, be as specific as possible and incorporate the keywords into the ad copy. Also, write ad copies in the correct tone that matches the target audience, i.e. whimsical versus serious, fun versus, informative. That way, when the user sees your ad, it will be very relevant to the search query.
Meanwhile. don’t forget to also write negative keywords – keywords you do not want to be associated with.

How do I manage bids?

As a rule of thumb, the higher the bid, the higher position, and the higher the possibility of conversion. Although there are exceptions, you will have to monitor over time the ideal position that balances your budget for bids without compromising conversion.
What is CTR, CPC and all these other statistics?
CTR is click-through-rate. CPC is cost-per-click. Other stats include the number of impressions, position, and if available, cost-per-conversion. Your goal for an effective PPC campaign is to monitor all of them over time until you hit the point of diminishing returns – in other words, to the point where you can maximize that measurement without compromising other measures: high CTR, low CPC, high number of impressions, high position, and low cost-per-conversion.

Source: Search Advertising 101 (SES, San Jose 2009)

PPC offers unique strategies that SEO does not offer. When used appropriately, PPC can complement your SEO efforts. With PPC, you can communicate urgency to purchase, have control of which page you want the user to land on, and offer statistical traffic and click data. A good understanding of PPC will provide you another marketing means to reach out and convert your users.e in online marketing, the next wave in online marketing is the use of social media.

Contributed by: Nelson Toriano, Milestone Internet Marketing

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