Pay Per-Click or PPC can be seen in most search engines under the headings ‘paid’ or ‘sponsored’ links. They are usually located on the right hand side of a search results page or shaded at the top. The advertisements are displayed based on users bidding on industry related keywords. The most popular and profitable Pay Per-Click service is operated through Google and is called AdWords.
AdWords is the largest and most popular of all pay per-click search engines. In fact, it is in a class of its own, with an index reaching over 10 billion web pages and 100 different language versions.
Google AdWords offers numerous benefits, which simply would not be found with other PPC search engines. Even if a site appears in Google's organic search results, using Google AdWords increases the exposure by listing the site prominently in its search results and related search networks. The ads are highly customisable, with the ability to regularly edit ads and tweak the budget until the desired results are achieved. In addition, the ad format and text can be continually refined, for example changing text or image ads, to target an advertisement for specific geographic locations and languages.
For instance, if your client was in the floristry industry; “buy flowers” would be the keyword phrase to bid on. When a user searches for this phrase, your client’s ad will be displayed with a link to their company’s website.
If you think about traditional business marketing, for example flyers, a television/radio commercial, or a printed ad, thousands of dollars can be spent on advertising with no guarantee that the ads are even going to reach people interested in the product or service that your client is selling.
On the other hand, with AdWords, you bid on keywords related to your client’s industry. Therefore the traffic delivered to the site is interested in what your client has to offer. You can limit how much is spent based on a daily budget and only pay when a user clicks on the advertisement.
Furthermore, customers who buy online, research online. Google is the primary source for research performed within Australia, with around 83% of all searches being done. A listing in TrueLocal or Yellow Pages online can cost thousands and you are missing out on 83% of searches!
What is the point of advertising products in a magazine when you are trying to sell online? Potential customers are not browsing the paper, they are researching online, which is where your client needs to be.
Search Engine Optimisation is another fairly new form of online marketing. Despite being a powerful channel, there are limitations. In isolation, Search Engine Optimisation (or SEO) can takes months to achieve strong results. In contrast, an AdWords campaign can be set up and start delivering traffic to your client’s site within hours. Thus it is commonly recommended to use the two channels (SEO and PPC) in parallel.
Some of your clients might also sell seasonal products or might wish to have more control over where they appear in search results. With AdWords, you can define the target down to a postcode or be as broad as the entire world. If you are optimising a site for a product that is only available during one particular time of the year, or selling seasonal products, AdWords is the only way to deliver a good result for your clients’ site in a reasonable time. AdWords can also be used to promote a sale, or special offer.
Another advantage of AdWords, when running in conjunction with SEO, is that you can test keyword phrases as well as the market reaction. When defining keywords to optimise for Search Engines, if chosen incorrectly it might be six months or longer before you find out. In contrast, with AdWords, you can test keywords and view an immediate market response. It will save you a considerable amount of time and money when you know what keywords customers are using to find your clients site.
AdWords should always play an important role in any online marketing strategy, not only to test the market in a fast and affordable way, but also as a far more effective marketing solution than all other traditional forms of promoting a business. The central benefits for your clients (and in turn you as the reseller) of pay per-click are as follows;
The most fundamental ability of AdWords is to drive traffic to your clients’ site. Not just ordinary traffic either; it’s highly targeted traffic, a delivered audience for the sites call to action.
Before you have spent money on printing brochures, developing a product/service, or hiring the sales team to sell it, test your new product or service in the quickest and most cost effective method. You will know very quickly if the world is ready for your clients’ next big idea!
If you are planning to engage NetRegistry for Search Engine Optimisation, you can test which keywords best relate to your client’s site and deliver the most customers. Keywords can be chosen for your client’s site based on sound reflection and proven results.
If you have just developed a new website and wish to test the response to new services and products, direct potential customers instantly rather that wait for word-of-mouth or for natural traffic to find the site. This will enable any bugs in the system to be resolved and the refinement of services before releasing the new site to the mass market.