Pay per click-(Also called cost per
click)
PPC is an internet advertising model
used to direct traffic to websites, in which advertisers pay the publisher
(typically a website owner) when the ad is clicked. It is defined simply as
“the amount spent to get an advertisement clicked.”
With search
engines, advertisers typically bid on keyword phrases relevant
to their target market. Content sites commonly charge a fixed price per
click rather than use a bidding system. PPC "display" advertisements,
also known as "banner" ads, are shown on web sites or search engine
results with related content that have agreed to show ads.
PURPOSE
Pay-per-click, along
with cost per impression and cost per order, are used to assess the
cost effectiveness and profitability of internet marketing. Pay-per-click has
an advantage over cost per impression in that it tells us something about how
effective the advertising was. Clicks
are a way to measure attention and interest. Inexpensive ads that few
people click on will have a low cost per impression and high pay-per-click. If
the main purpose of an ad is to generate a click, then pay-per-click is the
preferred metric. Once a certain number of web impressions are achieved, the
quality and placement of the advertisement will affect click through rates and the
resulting pay-per-click.
CONSTRUCTION
Pay-per-click is
calculated by dividing the advertising cost by the number of clicks generated
by an advertisement. The basic formula is:
Pay-per-click
($) = Advertising cost ($) ÷ Ads clicked (#)
There are two primary
models for determining pay-per-click:
1- Flat-rate
2- Bid-based
Flat-rate PPC
In the flat-rate
model, the advertiser and publisher agree upon a fixed amount that will be paid
for each click. In many cases the publisher has a rate card that lists the
pay-per-click (PPC) within different areas of their website or network.
Bid-based PPC
The advertiser signs a
contract that allows them to compete against other advertisers in a private
auction hosted by a publisher or, more commonly, an advertising network.
Each advertiser informs the host of the maximum amount that he or she is
willing to pay for a given ad spot (often based on a keyword), usually
using online tools to do so. The auction plays out in an automated fashion
every time a visitor triggers the ad spot.
The following steps are important when
launching a PPC campaign:
ü Industry Analysis
ü Target Audience
ü Keyword Research
ü Landing Page Optimization
ü Campaign Structure
ü Ad Copy (which is the text you will use)
ü Campaign Settings
ü Statistical Analysis
ü Bid Management
Main two points are very important for PPC:
1- Keyword Optimization
2- Landing Page
Optimization
Keyword optimization (also known as keyword research)
is the act of researching, analyzing and selecting the best keywords to target
to drive qualified traffic from search engines to your website.
Keyword search
optimization is a critical step in initial stages of search engine marketing,
for both paid and organic search. If you do a bad job at selecting your target
keywords, all your subsequent efforts will be in vain. So it’s vital to get
keyword optimization right.
Landing page
optimization: Once a user lands on your page, your message
must match the offer. So the optimized keywords that were present in your ad
text, must be present on your landing pages.
Ideally, you’ll be promoting a website with
high-quality original content that’s well-structured and user friendly. This
will allow the customers that you deliver via PPC campaigns to easily make a
purchase or navigate through the website.
Unfortunately, you’re not always faced with
the ideal situation, and sometimes you’ll need to tweak the landing page to
deliver the most returns to your clients. Make sure that the main keywords
you’re targeting for any given ad group are contained in the page title and
within HTML heading tags.
Each landing page needs to:
ü Effectively communicate the product or service
with which you’re trying to engage users
ü make it easy to take the required action or
business goal with as few clicks as possible
ü contain original content relating to the
product or service
ü load fast—remember, page load time is a factor
in determining quality score and ad rank
In short, the landing page should communicate
what your offer is and why it’s relevant to the visitor. A good test is to ask you,
“Can a visitor understand the key benefits of this product or service in less
than ten seconds?” If the answer is yes, chances are your landing page is on
the right track.
Competitor Analysis
Importance of Competitors analysis
1 Technical
Aspects:
- o Back links- How many numbers of back links of the site
- o Domain Authority
- o Domain Age
- o Page Rank
- o Last caching Date (how to fast “site caching” means Server site response )
- o CSS Free Errors
- o Html Error
- o Google Index Page
- o Alexa Rank
2 Marketing
Aspects:
- o Trends (What is going on)
- o Demand
- o Price
- o Display
- o Service
- o Specialty
- o Offers
- o Location
Four Most Important Marketing Aspects Are:
1.
Price
2.
Quality of product
3.
Service
4.
Offer
15 Key Points for keyword research:
1. Choose product/service related keyword
2.
Competition (Target
less competitive keyword)
3.
Local monthly searches
4.
Global monthly
searches
5.
Traffic (Daily and
monthly visitors)
6.
Targeted audience
7.
Understand user
behavior
8.
Keyword popularity
9.
Keyword relevance (How
relevant they are to your products or services)
10. Keyword Intent (To determine the value of your
keywords)
11. How to used keyword research exactly tool
12. Auto feel
13. Latest trends
14. Related search
15. Ameson reviews
Two Main Aspects:
- 1- Search Result- By Google Search
- 2- Number of searches in particular keywords- By Google Ad words tool
KEI- (Keyword Effectiveness
Index): KEI use for over all competition
Formula: KEI= {Search Result/ (No. of
searches) ^2}
For competitive keywords KEI<=1
KEI-3: Used for exact competition
Formula: KEI-3= {In Title: Search
Result/ (No. of searches) ^2}
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