Posts Tagged ‘Pay Per Click’

Online Marketing – isn’t it just another way to reduce my profits?

Tuesday, March 1st, 2011

Justifying your advertising used to be a bit of a hit and miss affair. You could pay for a half page in a popular industry magazine once a month for six months and then count how many telephone calls you generated from it over the year, then divide the cost of the advert by the total to see how much each call cost you. The problem with this was that you paid the same amount for the advertising even if nobody called! So one campaign may be profitable, another one disastrous.

Nowadays, with Pay Per Click advertising, you can decide precisely how many carefully targeted potential new customers you want to  visit your website every day, can specify where they should be located and can then direct them to precisely the page on your site that will most interest them.  OK , you can still draw a blank with sales, because your product is no good or your price is wrong, but you can definitely guarantee the number of visitors who show interest!

Yet for many businesses Pay per Click advertising can still lead to the nightmare of seeing slim margins being eaten away more and more as bid prices spiral out of control and monthly advertising budgets go higher and higher.Online Marketing

Pay per Click advertising can be highly profitable, if you know when to apply it and how to use the right combination of keyphrases and content to mimimise bid prices and get the most out of a tightly controlled budget.

Using Pay per Click for long term traffic generation is always an expensive option. Compared to organic SEO results, Pay Per Click is, by nature, bound to impose limitations on traffic because you can only ever bring traffic to your site if you are prepared to pay for it. With a fixed budget you will quickly reach a ceiling for visits and these will then flatten off. With SEO there are no such limits so the amount of traffic can go on increasing to the full number of searches carried out on every searchphrase.

Using Pay per Click for new sites – to do keyword research and test out pricing strategies,  is a different story. We can apply what we have learned to SEO and can then build your business long term using those results without you having to keep paying out more and more to keep pace.

Using Pay per Click to identify top traffic sites within your industry where you can place top quality advertising banners  and bring new potential customers to your site,  is another key area well worth exploring within your marketing mix. You can’t do that with SEO. SEO works with search engines, not with specialist sites.

Using Pay per Click to identify frequently visited facebook groups that fit in with your customer profile, then advertising your special promotion or competition to drive people to your company facebook page, before finally sending them off to your site to fill in the form or get the deal with a special facebook promotion code, now that is simply using good sense. Facebook pay per click prices are nowhere near as high as Google Adwords, so you can get more visits from highly targetted potential customers for every pound you invest.

Talk to your Web Clinic Relationship Manager now to find out how we can help you manage your Pay per Click campaign to help grow your business.

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Google Adwords PPC SEO

Wednesday, March 25th, 2009

In contrast to search engine optimisation techniques of internet marketing where the client sees a link to your webpage in natural search engine results pages, search engine marketing involves advertisments that are either within search results pages or in the webpages of relevant sites visited.

Adsense is the name of the program that deals with sponsered adverts with google. Any website can participate in adsence through google AdWords in order that advertisements are displayed on their site. The costs to the advertiser is correlated with the effectiveness of the advert in making people visit the advertiser’s website (pay per click).

In order for adsense advertisements to be placed on a site, a block of javascript code is used on the sponsored site. Google uses its web crawler “MediaBot” that is used to determine which ads are most appropriate for that website based on its content. So a website that is largely about “outsourcing to India” would be associated with the keyword “outsourcing” by Mediabot.

Unless Media Bot has not yet crawled the site, only ads that fit the theme of the website or the webpage will be displayed in a manner called “Contextual Advertising”.

If a user is viewing a site that participates in adsence which is about website design, then the user might see ads for website design related companies such as “website hosting” companies and “search engine optimisation” consultancies in a rectangular box labeled “Sponsored Links” similar to the adverts that would be encountered on google search results pages.

Although google adsense was the first to use contextual advertising successfully, Yahoo’s Publisher Network is trying to catch up, and Kanoodle had originally thought up the idea of pay per click as early as 1999. Nevertheless, the share of revenue that google obtains from adsense continues to account for most of their profits.

Advertising online usually involves three stages. The first involves deciding what the advertisment looks like, the second involves deciding where the advertisments are displayed and the third involves paying for the advert to be displayed by the sponsored webpage. Google Adsense has seen astonishing success because it largely automates the process of deciding where the advertisment is run, automates the process of deciding the appearence of the advert and automates the payment for its display using a fairer approach that is based on the number of clicks that it generates.

The automation also allows adverts to be displayed among thousands of websites, which would be very difficult if adverts managed manually.

The pay per click advertisements that you see on websites are usually referred to as sponsored links and where they appear on search engine results pages, they would usually appear next to the search results where a specific keyword was entered as a query or where they appear on a webpage, then that page would have been previously associated with a keyword.

Pay per click involves “keyword match” or “content match”. Money is only made when the advert is clicked. The advertiser will bid on keywords so that when a user searches for a particular word, the list of sponsored links appears in the order of the amount they bid. The costs per click can be as much as 25 pence per click in a highly competitive situations.

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