Media Buying and Inbound Marketing Blog

Pay Per Click to Drive Traffic

By Jane Peters on March 14, 2017 |


Paid search marketing has many names. Search engine marketing (SEM), search engine optimization (SEO), pay-per-click (PPC), cost-per-click (CPC), cost-per-impression (CPM) search engine advertising and sponsored listings are just a few of the names. 

Pay-per-click (PPC), also known as cost per click (CPC), is used to direct traffic to websites, in which an advertiser pays a publisher (typically a website owner or a network of websites) when the ad is clicked.

Pay-per-click is commonly associated with Google AdWords and Microsoft Bing Ads, though the social networks Twitter and Facebook also offer PPC advertising.  Keywords or phrases relevant to an advertiser's products or services are used to focus on specific markets.  

Websites that utilize these ads will display an advertisement when a keyword query matches an advertiser's keyword list, or when a content site displays relevant content. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to, above, or beneath organic results on results pages.

Cost per click has an advantage over cost per impression. Clicks are a way to measure attention and interest. If the main purpose of an ad is to generate a click, or more specifically drive traffic to a destination, then pay-per-click is the preferred metric. 

These can be risky if not executed correctly. Advertisers can waste a significant amount of money without getting the number of new customers you were hoping for.

If you're new to online marketing, don't panic. It is possible to learn how to run a profitable campaign. Here are a few pay per click mistakes you'll want to avoid when starting out:

1. Don't send visitors to your home page or your contact page. Instead, send visitors to targeted landing pages. If you don't have a product-specific landing page create custom landing pages that provide the exact information the reader is searching for. Custom landing pages will maximize your results. 

2. Don't rely on broad keyword matches. Relying entirely on 'broad match' keyword ads. While these broad keywords can deliver a lot of traffic, setting your ads to phrase or exact match will ensure that your ads appear for search queries that are most relevant to your business. Think quality versus quantity. 

3. Set up negative keywords. This will prevent ads from displaying whenever certain words are searched for. Adding negative keywords to your campaign is one way to control relevancy without eliminating the potential traffic of broad match ads. You will need to research to find the negative keywords that can detour your campaign.

What is the Value of a New Customer?

Return on investment is the major consideration for any marketing or advertising strategy, and this is true for digital marketing. You can quickly burn through your budget as people click on your ads, so you need to ensure that those who come to your website are potential customers.

Think beyond the initial budget and consider what a loyal customer is worth to your business in terms of  sales. If your business sells subscription based services or products that are bought repeatedly then you can afford to spend more to acquire new customers.

At Media Management Services Inc. we use integrated marketing and search engine marketing (SEM) that includes website analytics, search engine optimization(SEO)paid search managementsocial media marketing, pre-roll video marketing and mobile marketing.  We're help small and medium sized businesses with their online advertising.   

A successful online marketing campaign is one that delivers the right content to the optimal target. It combines the correct mix of search engine marketing (SEM) and display advertising to obtain the maximum return on your investment.  

We're a digital marketing agency that professionally develops, implements, and manages Google AdWords, Microsoft adCenter and Facebook PPC campaigns. We pride ourselves on our excellent reputation for providing cutting edge knowledge and years of marketing experience to maximize your digital marketing investment each month.

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