Pay Per Click (PPC) Marketing
PPC Campaign Management is a service where an advertiser chooses to pay money for displaying his Ad on search engines for keywords he/she chooses. Advertisers are given the flexibility to Target his audience as per their needs.
PPC advertising is the only revenue generating service for search engines; therefore it is their duty to consistently add value advertisers, unlike SEO where it was webmaster’s duty to add value to users.
The underlying issue for promoting on Organic results was ‘adding value’, since it was the duty of search engine algorithms to determine whether a web page is relevant for a query or not.
In Sponsored Advertising (PPC) the underlying issue is ‘Objective of Advertising’, since the advertiser gets to choose the keyword and landing page however it is the objective of advertising that determines the effectiveness. Therefore the Advertiser has to do job of the algorithm. 
Advertiser must know their business/market well for effective management.
Know your Business
1) Geographical area of Business Operations
a. Locally, Regional or National Operator
2) Constraints
a. Service only to certain economy class, education class, etc.
b. Some services you do not provide.
3) Time of Operations
a. Time of the day, day of the week, for business operations
4) Objective of Advertising (Most Important)
a. Generating Leads for Business
b. Generating Traffic
c.
d. Populating Database
e. Any other
Advertiser has to not only be clear with his objectives but also be able to measure the results effectively.
Know your Market
A) B2C – Pay Per Click Management
In this case your target audience is everyone who is browsing internet or at-least the majority of them. Your objective can be any of the objectives listed above. The main players are Classified Sites, Travel, Dating Sites, Portals, Auto Sites, and other websites which attract amount of traffic:
i) The best Ad position is #3 with conspicuous ad text
ii) 20% of the keywords generate 80% of the relevant traffic.
iii) The long tail of keywords helps in maintaining the average cost per acquisition for entire program.
iv) There is always a list of negative keywords, negative sites where you don’t want to display. Unless you don’t care about branding.
v) Small changes might make great impact.
a. Test and try Different Ads to maximize CTR
b. Land Users on relevant pages
vi) Remember your target market is large in number therefore
a. Advertise to as many users as possible
b. Be highly specific in your Ads to display just the right communication. Attract only the right traffic.
c. Users can directly perform action, therefore offer necessary details, information, privacy policy in the landing pages.
d. Results are directly measurable as users perform online activity such as click, registration.
vii) The Keyword mix in most of the accounts general contain the below composition.
a. Branding Keywords (< = 1%)
b. Keywords Generating Relevant High Traffic
c. Keywords Generating Relevant Low Traffic
d. Keywords whose CPC is affected due to market competition
e. Keywords generating Irrelevant high Traffic
f. Keywords generating Irrelevant low Traffic
Relevancy is not in the Keywords but in the traffic. Measurement has to be done as traffic being relevant or irrelevant more than keyword being irrelevant or relevant.
A) B2B – Pay Per Click Management
In case of B2B marketing the strategy is different. In this case you can filter down your target users to last level. For example: Your business is looking for HNIs to invest or export commodities. Here Awareness, branding is the key issue, users may return back online later on. I will not buy a tractor after clicking on a PPC Ad. Keep keywords as low as possible.
viii) The best Ad position is #1 with your USP in the Ad text, or track record.
ix) Bid on just branding keywords and few targetted keywords.
x) No long tail of keywords.
xi) Display on Sites where your Target Audience mostly concentrated. Display on Blog, review sites, industry news sites.
xii) There is always a list of negative keywords, negative sites where you don’t want to display. Unless you don’t care about branding.
xiii) Display as much information about your company, Awards, Certifications on landing page. Be sure to mention Phone numbers and email everywhere.
xiv) Target Time, Date, Geography, Ad for every Ad
xv) Remember your target market is specific & therefore:
a. Advertise to only targeted people
b. Be generic in your Ad, display your USP consistently.
c. Don’t expect users to directly perform action.
d. Results are not directly measurable as lead conversion make take time.
Copyright of this article is reserved by praveenkodur.com
Related posts:
Hello,
This is a very good advice on PPC Marketing, definitely worth reading for budding PPC experts and professionals.
Really helpful for all PPC managers, any thoughts on new trends and PPC tools that people can use to manage all this …
Hi
Adwords editor is good software through which you can bulk upload products into your account.
Keep track of your website visitors with a website hit counter today online ! Look for handy-dandy Hit Counter for your pet retail website . Explore information on the best Free Hit Counter
Improve your site with a free web hit counter this minute online, Pick out great looking for your sports wiki.
Browse relating to simple Free Hit Counters
Online Marketing Business
I couldn’t understand some parts of this article, but it sounds interesting
Business Career Center
Give us some Ad Text Ideas
Hello Praveen Kodur
I am extremely thankful for you for writing this post as it has helped gained a job in an PPC Company..
Again..I am very thankfull
Thanks Again
Surinder
How can you link from Adsense, Adwords… if you are a publisher…..
I know the expensive keywords to advertise and then create content specific to those keywords…
Do you know how to make money from AdSense automatically? You don’t!? I’ll teach you how!
What is the benefit of a social network advertising online through PPC or Adwords.
How can you market a product online?? using Pay Per Click Marketing Technique…
How do u sell PPC Marketing services
You must use conversion optimizer to optimize you campaigns to higher ROI.. and maintain you CPA levels..Also use placement performance reports to weed out unnecessary campaigns
Adwords learning Center Announces Broad Family
SUNNYVALE, Calif. ( Map ) – Adwords Incorporated Google Analytics integration before anybody else in market did so…
Regards
PPC Consultant, PPC Expert
PPC Consultant with 10 years of experience
1) seo consulting, seo optimization google ppc expert consulting company los angeles, google adword ppc expert seo consulting; seo consulting company
2) Web Marketing Consultant offers search engine optimization services online. Looking for search engine marketing SEM, pay per click PPC expert to drive
3) PPC Expert Responds to Google’s Attack Against Third Party … consultants as they will continue to fill a vital role in educating PPC
4) Adwords consulting by PPC expert. Starting new Google Adwords PPC Campaigns is my specialty, but I will fix an existing
5) PPC consultants from Malaysia and provides PPC marketing &PPC …
6) Mumbai-PPC Expert India-Consultant Internet Marketing Seo.
7) I am Website Marketing seo and sem expert consultant in Delhi,India who’s … We are google certified PPC expert hence assure you for best ROI
9) SEO Consultant India – PPC Expert – Consultant Internet Marketing Seo – based in Mumbai – Having 5+ years of experience In Web Marketing
10) Utilizing search engine marketing programs such as pay per click (PPC), … time when you need expert services to beat your competition in the traffic wars
11) Contact SEO expert and PPC expert from Mumbai, India. To learn more about online marketing, …Web Marketing Consultant, Mumbai India
12) Mumbai-PPC Expert India-Consultant Internet Marketing Seo … Site Description, : SEO Consultant India – PPC Expert – Consultant
13) Internet PPC Campaign writing, optimization and management begins to promote your … PPC pay-per-click marketing, email marketing campaign consulting
[...] N) Best way to generate PPC TRaffic and perform PPC Marketing [...]
[...] Pay Per Click Marketing through Google, Yahoo, MSN advertising is done on search and content websites. Users type in queries [...]
PPC Marketing consultancy done by various agencies and companies has to be done on the basis of performance or sales generated…
I have been in Network Marketing for about 15 years. I have NEVER seen such a total opportunity where almost everyone who takes a look wants to join. This is the magic of Internet Marketing mostly PPC, SEO, SEM, SMO
check it out by going to..
There are lot of business oppotunities for PPC experts in London, for example, a London based PPC expert can attract a lot of UK based local businesses, as UK and london both have lot of small and medium enterprises flurishing..
Adsense Adwords Google Information Marketing…
For myself, I am an optimist? it does not seem to be much use being anything else. ~ Winston Churchill…
Internet Tv Meta Search Engines Target Stores Online…
I didn’t agree with you first, but last paragraph makes sense for me…
Marketing Website Promotion Niche Marketing…
I didn’t agree with you first, but last paragraph makes sense for me…
What would you say is the best niche research / kw research tool
Hi – It’s great to find such interesting stuff on the Web as I have been able to fiind here. I agree with much of what is written here and I’ll be returning to this site again. Thanks again for publishing such great reading material!!
any can tell how get per click rates