Search engine optimization (SEO) and pay-per-click (PPC) both are playing stupendous role in driving visitors to the websites. Pay-Per-Click is a unique business model through which a company places an advertisement on a website pays a sum of money to the host website when a user clicks on the advertisement. PPC (pay-per-click) is also often referred to as paid search marketing. If PPC is efficiently implemented, then the company will be able to reach your customers at the precise moment. Really, PPC is versatile in application. It can be used in for a variety of campaigns depending on the objectives. If your company launches various products and services, PPC provides a great instrument in the hands of the marketer for brand building. If you have applied PPC as your marketing technique, definitely you will be successful in generating leads.
Online advertising has become very popular in recent times. Many E-commerce and search giants are highly focused on online advertising. Defining clear goals have been a common issue on the way of advertisers and retailers.
Ideally advertisers should pinpoint specific targets and margins for their ads and campaigns. PPC advertisers should audit their AdWords goals for healthy traffic. The main PPC goals include grow orders, gain market share and increase spend efficiency. To me, PPC goals should be clear, specific, definable, and trackable. But the most fundamental thing is; PPC should be aligned with an advertiser’s site. So that the advertisers can leverage AdWords competitive metrics to gauge campaign success and proactively manage PPC ROI.
Why PPC marketing is worthwhile:
- You only pay when an interested person clicks.
- You set your budget to control costs
- You can reach your target consumer at the right time with the right ad
- Unlike organic search, PPC can show results very quickly
- PPC data can inform your other marketing channels
How to Track AdWords PPC
To include refined reporting features, tools, and capabilities, Google consistently updates AdWords. PPC advertisers are in favor of utilizing Google AdWords reports to track key performance metrics, and ensure ongoing campaign success. PPC account setting is a vital concept which is to be taken into consideration. AdWords advertisers should audit PPC account settings at least once in a year. Focus should be given on mobile bid adjustments, ad delivery setting, location reporting, and geographic reporting. To ensure your PPC campaigns, please focus on various important concepts like search (based on direct response, order volume, ROI), display (evaluate with ad interaction rate w/ads, traffic) and local (foot traffic to B&M).
In true sense of the term, PPC is not an easy task; it needs proper skill, strategy and clear understanding of the advertising platforms, a concrete knowledge of rules, guidelines, and a little creativity and marketing sense. An efficient use of PPC campaign needs clear understanding of the advertising platforms.
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