Understanding Pay Per Click Advertising


http://www.dreamstime.com/stock-photos-3d-man-ppc-cubes-image28523733Pay per click advertising is like sending out a sales letter on the internet. Your intention is to get your audience to open the letter and make a targeted response. Instead of opening your letter, the goal of pay per click is to click on your ad.

You pay only when someone clicks on your ad, which then takes them to your website. To get your audience to click on your ad and follow through with a desired action, your pay per click advertising requires focus.

When you’re using pay per click advertising, it’s important to focus on more than just the number of clicks. A conversion happens when someone takes a desired action after they click on the ad. It could be making a purchase or registering to receive something free.

By staying focused on conversions, you can boost your returns while also increasing your subscriber rates.


These 5 ways shows you how pay per click advertising works.

1. Building a Landing Page

When your audience clicks on your ad, don’t send them to your homepage. A targeted landing page with focused content and a specific call to action is the key to focusing on the keywords that brought your visitors to you and getting the conversions you want.

Depending on the type of keywords you are paying for, you might need to build more than one landing page. Just be sure to focus on the specific intent of your audience and what they are searching.

Don’t confuse your visitors by confusing them with irrelevant content. Stay focused on ad-related content that teaches your audience about what your product or service offers.

2. Making an Offer

Make the goal of your landing page more than selling your product or service. Your landing page is where your visitors go to receive your free offering, such as an ebook, audio recording, video presentation, or any type of informational resource.

This is the best way to differentiate yourself from your competition. With a compelling call to action such as “Free Download,” “Learn How,” or “Get Yours Free,” you will encourage your audience to act once they get to your landing page.

When you make an offer, you’re working to establish your relationship with the people who clicked. By building your subscriber list, you can continue to boost your conversion rates through your website and blog.

3. Using Negative Keywords

One of the underused yet effective pay per click strategies is to use negative keywords. By choosing keywords that won’t trigger your ad, you are essentially filtering out people who aren’t searching for your ad.

When you use negative keywords correctly, you will whittle down your clickers to only those who are interested in you and what you have to offer, saving you money in clicks. Negative keywords will control the relevancy of clicks without eliminating targeted traffic from broad keyword terms.

4.Targeting/Setting your location

Be sure to utilize the geo-location features of Google, Microsoft, and Yahoo search engines. This will allow you to target your market based on the IP addresses, focusing your campaign on regions, countries, cities, even zip codes.

Your pay per click advertising campaign might be to test out different locations in order to learn how different areas respond to what you sell. Or you might not ship to certain areas. Or you want to promote a special offer to only a specific region.

As brick and mortar store, you can use geo-location to not only drive traffic to your store, but to promote online sales to geo-targeted locations. It’s a good way to improve your performance in certain places by breaking out of your standard target zones.

5. Testing for Results

Your pay per click advertising will give you better results when you test those results. Test multiple ads and gather the data to gauge their conversion rates.

Google AdWords will give you tools to analyze the metrics to determine where, when, and which ads show the highest conversion rates. Don’t just invest ad money and hope everything turns out for the best.

Your pay per click advertising can be a profitable tool to delivering your valuable content to an interested audience. An audience that clicks, signs up for your offer, and keeps on hearing from you through email newsletters, blog posts, and updates.

This is how pay per click advertising will work best – through your ongoing, focused efforts to stay connected.

Written by AnthoniaOrji

Anthonia Orji is a writer, mentor, web developer and a digital marketing professional focused on seo, content and social media marketing.