How to Effectively Use PPC Advertising and Not Burn Your PocketsBY: R Dilip Kumar
PPC or, pay-per-click is the best way of advertising your websites on the internet. This could also prove to be the worst option available in case you set out for PPC advertising without appropriate knowledge. The moment one talks about the internet, the first thing that comes to your mind is a search engine. There are thousands of searches done by internet users on various search engines everyday, the most prominent of them being Google, Yahoo and Ask. This is why search engine advertisements are the best available options for online advertisements. To understand PPC let us first understand, what a 'search' is. I, as a common internet user would answer this question as "typing a term in a search box on a search engine to get relevant information about this term". This would normally be the answer from any internet user and this statement says it all - what is ppc,what is the appropriate strategy to be adopted,how to optimally use the PPC. 1). In the definition of a 'search', above we used the word "TERM". This term that we would normally enter in the search box would be called as the "KEYWORD". This is the most important aspect to be considered while advertising in search engines. 2). The second most important aspect to be considered is again there in the definition. The phrase "to get relevant information" is this aspect. On understanding these 2 aspects we get to know that an internet user would use a KEYWORD to search something so that he "GETS SOME RELEVANT INFORMATION ON THE KEYWORD USED FOR SEARCHING". Also to be noted is the fact that in most of the cases the search is only to get some "relevant information" How PPC ads work? - Search engines have a bid attached to each keyword that you select for your website. For eg: if your website sells spectacle frames and you select a keyword like 'light-weight carbon frame' and would like to use this is your PPC ads, then this keyword would have a bid attached to it. There would be hundred others using this same KEYWORD for their sites. Suppose you bid at $1.50 for your keyword and there is somebody who has a bid of $2.00 for the same keyword, then when somebody searches for this keyword on the search engine, your ad would only be placed below the above said high-bidder's ad. You would be charged the amount you bid when somebody clicks your ad. So does that mean that you always bid higher than others. No not always. The technique lies in understanding and selecting the appropriate keyword for your products or, websites. Most of the people searching the internet only do this to find information. How many times have you searched the internet to actually buy something? Very less. That is exactly what anybody would do. So the technique is in understanding that you need to select a keyword that a prospective customer (somebody who searches the internet to buy something) would use. The keyword used in the above example is one such word that only somebody who really wants to buy a spectacle frame would use. The best way to find these keywords are to assume you are the customer and think of terms you would use to search something that you intend to buy. In more generic kind of products that you are selling, you can also prefix your main keywords with terms like "buy", "get", "purchase" etc. If I am looking to buy something on the internet, I would sure use one of these terms to search for something. These terms would normally show a very less number of searches in any given month, but that should not worry you, because you would rather prefer only interested customers searching and clicking your ad than anybody searching just to get information, clicking on your ad. Once your KEYWORDS are selected, bid carefully step-by-step until you know that your ad would be in the top 3 ads. Once you are there, you ROI would be much better than what it normally would have been and you would be able to use your monetary resources optimally
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