Not so long ago the best way to advertise your product or service was by promoting in the local newspaper. Today, the internet has changed that landscape. You can advertise online.
But, with millions of similar websites promoting the same product/service than yours, how can you make sure than your target consumers see your ads? the information available on the internet allows you to reach out to many more people without spending long hours in a physical location with them.
In this lesson we’ll explore how online advertisement (PPC Advertising ) can be used to develop your business as well as how to introduce your business to a whole new audience and most importantly convert your visitors into clients.
Welcome to the first lesson in the PPC Advertising for newbies
Over the next few days, you will receive several lessons that will help you learn the pros and cons of using pay per click (PPC) advertising to promote your business, products and services online. In this first lesson, we are going to start with a brief overview of PPC advertising so that you can become familiar with how it works
The ultimate objective of any online advertising campaign is to get your ads on the website visited by your target consumers audience. Prior to achieving this goal, you need to define who your target customer will be(e.g. White collar, individual with low budget, young demographic, pensioners etc..)
Once you established who you're going to target, you can set up a plan for getting your ads on the websites that they like to browse. This strategy will increase the possibility that your ads will be viewed and interacted with by your target customers.
What is PPC?
One can define PPC as “an internet-advertising model used to direct traffic to relevant websites, in which advertisers(Google, Bing) pay the publisher (typically a website owner) when the ad is clicked”. It is defined simply as the amount spent to get an online ad clicked at.(source: wikipedia)
While PPC advertising might seem difficult to grasp at first, it’s actually a very affordable manner to get targeted traffic to your online shop (website) and targeted traffic is by far the best kind of traffic a business requires. Simply put, you set up a campaign either on a search engine or social media ads systems and then you only pay each time someone interacts with your ad
There are several PPC search engines available including Google Adwords, Yahoo Search and Bing Ads, which are three of the most popular adsystems available on the market.
Each one of these platforms operate using the same basic modus operandi . They print your ads based on user search history, on relevant websites and you only pay the advertising platform every time someone clicks on your ad(s). Even though they bear similarities on how they operate, they each possess their own guidelines and policies to follow.
It is always a good idea to familiarise yourself with the rules and regulations before you begin your advertising campaign. All PPC engines provide extensive “how to” tutorials that you can use to increase your understanding. You can help yourself out by visiting the links below.
To understand how pay per click works, let’s pretend that you have a website about selling holidays package. You’ve written an amazing guide all about the hotels, the surrounding area, the food and other wellbeing treatment available in the package and you sell it from your website.
You want the right customers to visit your website. In this case, it would be people who have searched for holidays package online. They are already interested in the topic of your website. That’s makes them targeted traffic.
The best keyword to use for your pay per click campaign would be holiday package. But there’s a pretty good chance that other competitors might want that same keyword. So you would have to bid on it, and the highest bidder gets to utilise it.
The example below shows the keyword associated with this website. As you can see the topic is big data and analtics
If your website was especially designed for people who want to stay in luxury hotels, your sentense could be more specifically aimed just at them. This keyword migght initiate better-targeted traffic and have less competition.
Once you have your keywords and you decide how much you want to spend per day on your PPC campaign, then the company will print(also known as "impression") an ad that links to your website. If you won the keyword best luxury hotel, then when someone searches on that phrase your ad will be printed on the search page.
Also, if there are websites dealing with best luxury hotel, and other related keywords that have joined the network, your ad may print on those websites so that their visitors might click through.
Your ad will be printed until the purchased number of clicks have occurred, then it won’t print again until the next day. If you’re getting 21 clicks for £10, and you’ve set your budget for £10 per day, then even if you get 50 clicks in 10 minutes the ad won’t print again on related websites and searches until the next day.
Because you can plan your campaign like this, based on a budget per day, PPC is an excellent way to market your business, products or services. It’s best to start out slow with a small budget of around £5 per day if you are a very small business or up to £50 per day if you’re an established business with a funded advertising budget. Let it run for a predefined period( 7 days). If at the end of that period you’ve not measure a significant increase in sales, engagement or any other initial goal you’ve initially set up then you know you need to further assess, adapt your ad copy.
It might be that your ad copy needs changed, or your landing page needs tweaked or it could just be that the keyword you chose isn’t hitting the right market. All of these things can be adapted using A/B testing method, which we will be talking more about soon.
We have a lot to go over in the next few days if you want to learn how to how to use PPC for your own business. That's it for today's lesson. In your next lesson, we will be talking about how PPC advertising works so that you can start using it for your business. Thank you again for joining,