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Pay-Per-Click Search Engine Listings

So what is pay per click advertising and how do you get listed?

When you do a search in Google, the pay-per-click (PPC) ads are usually the first couple of listings at the top of the page in a slightly highlighted color and the ones down the right hand side of the page. PPC advertising can be very effective and you can get listed instantly, but as its name states you pay each time your link is clicked on within Google.

Here is a high level overview of how PPC advertising works with Google Adwords:

You set your daily budget of what you are willing to spend and you set the max amount that you are willing to spend each time someone clicks on your link. Each time your link is clicked you are charged up to the amount you wanted to spend for that click and then once enough people click on your link to use up your daily budget then your link is removed from Google for that day and then put back up the next day.

1. Let’s say you set a daily budget of $10. This means that the max you will ever spend is $10/day.
2. Let’ says you set a max per click of $1. This means that the max you will be charged is $1 each time your link is clicked on from within Google. This does not mean you will always be charged $1, it just means that is the max it will cost.
3. Using the $10 per day and the $1 per click, then once 10 different people click on your link from within Google your ad will have used up your allotted $10 and the link will be removed for that day and then it will be posted again the next day and your $10 budget will start over.
4. Depending on how competitive your keywords are can depend on how much you should spend to get good ranking in the PPC ads.

Advantages of Pay-Per Click (PPC) Advertising vs. Traditional SEO:

Compared to organic search engine optimization PPC has some advantages.

First of all, PPC requires no onsite changes to a current website's content or look to obtain top positions in the top search engines such as Google, Yahoo, and Bing. It just requires a willingness to pay for the clicks to your site. Also, the implementation of a pay-per-click campaign is relatively quick - it can take just a few minutes to start getting targeted traffic to your website -- versus sometimes months for natural or organic SEO campaigns. Finally, unlike search engine optimization, the implementation of a PPC campaign is relatively easy but does require specialized knowledge and experience with search engine marketing and keyword research.  Simply put, Google, Yahoo and Bing are very, very sophisticated and you really must know what you are doing to be successful. Please note: on site changes may be required for better quality scores and lowe cost per clicks.


Selecting Key phrases:
As with organic search engine optimization, keyword research is critical to the success of a pay-per-click advertising campaign.  Unlike natural SEO there aren't practical limits on the number of phrases to target.  Usually, there is no extra cost to add as many different keyword phrases as possible that you wish to target.  This makes the keyword selection process easier, since there is not a good deal of resources committed to optimizing a site for a particular keyword set.  To help identify keyword phrases, there are many SEO keyword tools that allow advertisers to see how often particular search terms are actually typed in the Search Engines, and we uss several keyword tools to maximize our clients potential.  We want our clients seen in all areas that will maximize sales, and PPC campaigns guarantee this ability.

Writing Descriptions
Organic search engine descriptions can vary dramatically based on the expertise of the business owner.  With PPC, a different approach is taken because of the control over each word in the Ad Text.  It is undesirable to pay for unlikely prospects, so the description is designed to eliminate the "tire kickers" while attracting highly targeted traffic. At the same time, proven marketing copy techniques should be employed to ensure that the description is enticing enough to attract ideal prospects.

Monitoring and Analyzing
It is crucial to the success of any PPC campaign that it be continually monitored, since positions can and do change every day.  Since the top three Google, Yahoo or Bing results are exactly where businesses want to be,  the competition for the top spots can be fierce, and bidding wars are common. Apart from position monitoring, it is important to track and analyze the effectiveness of individual keywords to convert visitors to customers. Viewing click-through rates and studying visitor habits can lend valuable insight into their motivations and habits, and help to further refine a Pay-Per-Click campaign.

Conclusion
As with organic SEO - Pay Per Click campaigns can bring large numbers of relevant and highly targeted visitors to a businesses' website.  

Learn more about our organic search engine optimization services

Contact Us Today:

To learn more about PPC search engine marketing and all of our Dallas internet marketing services please feel free to contact us at (214) 432-1608 or just fill out our website marketing estimate form. We will be happy to discuss your internet marketing and needs, and there is never any obligation.