Pay Per Click?
One of marketing’s more forgiving technical terms, pay per click (PPC) is a does-what-it-says-on-the-tin online advertising strategy. The short version is that an advertiser – that’s you – pays only when your ad is clicked on by a visitor.
So far, so simple. But the real alchemy enters the process when we bring in a couple of elements all PPC campaigns live and die by: cost-per-click and keyword targeting. At Hookson, we can help you with both – and lots more besides.
When it comes to embracing PPC, it’s worth being guided by yet another acronym: ROI. A well-planned, well thought-out pay per click campaign can deliver a fantastic return on your investment. That’s because when PPC is flying high, wastage is reduced, targeting is sharpened and conversions can increase. How much you pay per click is determined by factors including the platform you’re advertising on, the end-cost of your product/service and the audience you’re targeting.
Here’s Hookson’s ABC of PPC.
When it comes to words, less is usually more in the world of PPC. So be specific and direct. Offer a solution, and – unless testing tells you otherwise – avoid industry jargon. Now rewrite this section using half the number of words.
Unlock your language
Great keywords are words that speak the same language as your visitors (and trump the keywords of your competitors). They’re essential for mind-blowing PPC campaigns because, in conjunction with your keyword bid figure, they determine the ranking your ad is awarded.
So brainstorm as many keywords as you can. Then select those most relevant to each PPC ad – and the landing page it drives visitors to. Analyse the competition and, for variety, brainstorm with colleagues and try out keyword generators like Google’s Adwords Keyword Planner.