Marketing Campaigns Pay-Per-Click

Photo by: Luke Obad

Photo by; Luke Obad

The advertising of products or services on the Internet is extremely effective and extremely competitive (that’s the business world). There are several ways to drive traffic to your website (we will deal with that later) and pay-per- click is one of the options you can choose from, along with developing a campaign SEO (Search Engine Optimization), it was to place your website as close to the top of the results of search engines.

The pay-per-click is a simple process that now offers paid advertising to most search engines. It requires an offer “per click”, which results in the payment each time the search engine directs a visitor to your site.

As with all marketing campaigns, there are advantages and disadvantages.

If you understand the process and follow up your pay-per-click campaign frequently, it can be very effective. One of the biggest advantages is that you never have to tweak your web pages to change your position in the results of search engines because it does not depend on the SEO campaign.

Another advantage is the simplicity of the process of pay-per- click. Just bid and you’re up and running. It does not require any specific technical knowledge, though the more you know about search engines and keywords, the easier -the more effective- the process will be.

The downside is that pay-per-click is essentially a bidding war. A higher bid than yours will lower your position on the results of search engines. This means you have to raise your bid to regain your position – which obviously becomes expensive, especially if you are in a job with a very popular keyword.

In order to determine if pay-per-click marketing is the way of a cost-effective for your business, you should do some calculations to determine the amount that is worth every visitor to your site. You can compute this value by dividing the profit you make on your website over a period of time determined by the total number of visitors for that same period of time.

I often say that the key to success is to learn everything you can about keyword research on search engines. The good news is that there is a limit to the amount of keywords you can add to your bid because additional keywords do not add additional cost. This translates into much less trouble because there is no need to optimize your site to index a particular set of keywords. And this can be cheaper.

Obviously, some keywords are much more effective than others, but they will not cost you anything except time to set up your account on your offer pay-per-click. Of the popular search engines that offer pay-per- click, Google Adwords offers an online tool that will give you the data on how often particular keywords are entered into their search engine. They also offer suggestions for keywords after you enter a description of your site (such as title, for example).

In pay-per- click, this written description is crucial. You must understand that the object of your description is not to attract visitors in general, but rather to be as specific as possible so that only those visitors who are likely to buy your product or service going to your site. It must be the very clear, precise and attractive to attract the most qualified candidates to your site. This description is the most powerful tool to ensure that your bid is profitable.

Another essential element of advertising pay-per-click is that you must constantly monitor your bid and detect keyword that costs do not exceed your expectations.

If this happens, it is advisable to withdraw your bid on that particular keyword and try another. Remember: when you pay too much per click in order to make a profit, you are in essence losing the bidding war. Since losing is not acceptable you should put a plan to monitor the effectiveness of your keywords. It is advisable to monitor your keywords at least monthly.

Not only it is careful monitoring important, but also the analysis of visitor behavior can produce invaluable knowledge about consumer motivation, habits and trends. Expert supervision and analysis of consumer needs are essential to your business, as well as ensure that your campaign pay-per-click is being successfully.


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