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Pay Per Click Advertising Campaigns
Google is the biggest search engine in the world and is now the
biggest advertising company. It earns the vast majority of its
revenue through Pay per Click advertising. Pay per click
advertising offers a number of advantages compared to
traditional advertising.
1. Conversions can be easily tracked
2. Ads can be targeted to a specific geographical area
3. Ads can be targeted to a specific time
4. Ads can be readily changed so that split testing can be carried out.
Pay per click campaigns can be a very effective way of
providing quick, targeted traffic to a site, and can be a cost
effective method of advertising since you only pay as much as
you want, when you want to. Pay per click campaigns can be
quickly and easily set up and your ad can be viewed the same
day. Google Adwords and Yahoo are the most popular pay per click
ad campaigns.
Before setting up the campaign, you will need to have a set of
keywords, since these are what drives pay per click campaigns.
Think about what words potential visitors will use to find your
site. Use keyword finding tools such as Word Tracker if it will
help you.
Within your advertising account, each keyword will be
individually listed and a cost per click, or bid, is placed on
each one. The more common the keyword, the higher the bid will
need to be, and may stretch as far as a few dollars. The lowest
bid may only be a cent or two if it is an uncommon word. You can
set a budget for your advertising, which may be particularly
useful if you need high bids on some of your keywords, to
prevent the cost spiraling.
When someone types your keywords into a search engine, your ad
could be shown in the results which stand out from the ordinary
listings. It might also be shown on affiliate sites of the
program. Whichever end of the scale it is, the higher you go
above the minimum bid required, the higher your ad should
appear.
As the name suggests, pay per click campaigns only require you
to pay for successful advertising – if someone clicks on your ad
after finding it through one of your keywords being entered into
a search, then you pay for that click, according to what your
bid was on that keyword at the time.
Pay per click campaigns should not be static. Bid requirements
change daily as advertisers budgets expire or campaigns are
changed. You will need to keep up with this within your own
campaign, since if a keyword becomes popular, you may find the
bid you had on it is no longer high enough to keep it appearing
in searches. Using pay per click campaigns will keep you on your
toes, but are a useful and easy method of advertising