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What can PPC do for your business?

April 22nd, 2011

Pay per click (PPC) is an advertising technique used to drive traffic to websites.  In this process, the advertisers pay the hosting service when the ad is clicked. PPC is a very good way to start generating leads. One of the key advantages of this method is that it is easily measurable.  We can monitor the results and try to improve our performance.

PPC is a form of web marketing that lets sites place their ads on major search engines and only pay when a visitor clicks on the ad. The more aggressive the PPC campaign, the more likely that the site will be successful in a short time. Considering these benefits, aggressive advertising demands a high price. With a PPC program in place, site owners only have to pay for the ads they put up if they draw people to the site.  If you never see traffic (which is almost impossible), you never have to pay for the service.

As this process is hard for many website owners to manage on their own, hiring professional help may be the best bet. The PPC service provider will work with the site owner to decide on what kind of advertising can be done to fit the owner’s budget and goals.

The PPC service provider will also monitor which ads are bringing in the most traffic and which ones should be eliminated, keeping the site owner aware of what is happening with this marketing effort. The PPC professional or firm, in addition to regularly monitoring the campaign, will also make adjustments in it along with bid management strategies to ensure ROI, click fraud monitoring, negative match keyword monitoring and performance tracking should be staples of

A good PPC company with a proven track record needs to be hired for this purpose. The existing PPC providers in market are Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter. All of them operate under a bid-based model. PPC ads allow a company to target its specific audience. PPC is not only effective for big companies with massive budgets but also SMBs can create successful campaigns with small budgets.

You can test a new product or new feature with PPC

For instance, a company wants to sell a new product and its customers may want a free trial.  Every product or a service will have certain basic features attached to it, which a potential customer would like to try out.  If the company designs a plan with these aspects in mind, it is already on its way to success.

PPC Advertising also offers businesses product testing in real time with a group of live audience that will test a business’ referral strategy online. It will then be easier for a business to decide which plan will effectively keep it going.

PPC advertising programs, such as Google AdWords, can be used as a powerful, effective, and quick method for testing various aspects of sales copy, benefits, headlines, pricing and other key product positioning features of a marketing program.

Have you ever wondered if adding a new feature to your existing product or service will really translate into any difference in sales? Yes it does. You can run Adwords traffic to a split test pitting your typical landing page against a variant that highlights the potential new feature.  Then, check the difference in Call-to-Action clicks. If you noticed that nothing happened, the new feature might not be really attractive and have the draw you’re expecting.

You can also test potential book titles or business and product names using Adwords. You have to try designing a series of ads with different product names you have in your mind and compare the various ad click-through-rates to analyze the attractiveness of the names of your company, product or feature.

Are you looking for the perfect brand or product tagline? Ad split testing and CTR evaluation will allow you to identify the most attractive taglines.  Furthermore, bidding on particular sets of keywords that reflect different ‘types’ of customer pain points and examining the click through interest and traffic for each keyword theme will help you identify what pain points are ideal for stressing on in your marketing and messaging.

Adwords is also a good way to boost your awareness and reach during your launch. Use Adwords Retargeting feature targeting cookie users who visit your site at the time of launch but don’t sign up. This way your display ads will follow them around the Adsense and Double click banner network for weeks later. It gives you an opportunity to change your banners till you find something that really customers to buy or sign up. You can also use Adwords to bid on your competitor’s brand name and URL using an impressive ad that grabs their potential visitors’ attention your way.

Sales copy tests, new positioning appeals, pricing, and promotions can be run by linking keywords in your PPC program to a free information premium, such as a report or white paper, which is accessible at individual landing pages that are built to monitor the number of page accesses and downloads of the very free information premium.

While a business may not receive a large sales response from PPC and other online marketing programs, it can work as a means to get quick feedback on tests of basic sales copy. PPC Advertising is touted in the online industry as the best solution that will offer you long-term effects, traffic boost and cost-effective measures to implement these changes.

It can transform a company’s network marketing strategies into tangible actions that will fetch more profit. In PPC Advertising, a company has to get simple, catchy keywords that will attract its buyers, and those who signed up for its product will get to recruit others to earn profit.

PPC for demographic targeting

PPC advertising has undergone a successful evolution right from its earlier days to now providing new and highly targeted options, which let companies reach only the targeted and potential audience who are really interested in the product or service.

Companies do not create a product keeping all customers in mind. A product will be developed for a specific segment of customers.  This segment is then divided on the basis of demography, geographic location and class, among other factors. The demographic factors such as age, income, sex, occupation and others have a special recognition when it comes to designing a traditional marketing strategy. Demographic site selection is a method to identify and run the ads on sites which have the right audience for a specific campaign.  With this method, a company’s PPC advertising budget will be implemented within the proper locations delivering a higher ROI.

PPC search engine platforms offered by Google, Yahoo offer some kind of demographic targeting option making it easier for companies to reach their targeted prospects.

Adwords has demographic site selection feature. By using AdWords Placement Tool, the advertiser can choose preferences in up to three different demographic categories.  Google’s system analyzes the selected preferences and makes a list of available Google Network sites that are familiar to that audience.

In contrast to adCenter and Adwords, Yahoo’s Demographic Targeting is based on age and gender information that consumers provide.


While PPC ads can help companies buy visitors to its website by bidding on ad placements among the search engine results for specific keywords, SEO is a natural way of bagging top search engine placement by creating a keyword rich website with a robust linking set up.

SEO targeting entails in depth research for keywords, target market, market depth, competition and scalability. In order to design a strong targeted SEO campaign, a very good understanding of the keywords around a given product or service is needed.

Both PPC and SEO marketing tactics have their own advantages. However, natural search engine optimization would have a higher return on investment (ROI) over time.

While hiring an SEO firm to create high search engine positioning for your website calls for a higher initial investment than beginning a PPC campaign, over time the pay offs in former method would be more. Once the initial investment is made, the company’s SEO website will need little or no extra cost to keep bringing in high traffic. In case of a PPC campaign, as soon as the company stops investing money, its traffic comes to a screeching halt.

Some people believe that running PPC campaigns is easier than search engine optimization. However, the truth seems to be otherwise. To maintain high ROI in PPC campaign, the company needs to invest a lot of time and effort into campaign analysis, bid management, and writing of new ad creations. To put it simply, SEO needs time and experience to be invested; PPC demands time, experience, and also continuous investment of money.

One of the major cons of PPC is that it is more susceptible to click fraud which stands a hindrance to its profitability. Click fraud comes up in many forms. One of them is a robotic script that clicks a competitor’s PPC links many times. This costs the competitor more money for each click with no real traffic to their site. Natural SEO results are unaffected by this type of attack.

PPC campaigns can be started quickly, with advertisements reflecting online in as little as 15 minutes. SEO campaigns take as long as three months to really kick in. Hence, PPC begins driving traffic to your site even before your SEO goes live.

Using PPC to identify keywords for SEO

PPC is a useful way to gain exposure for highly competitive keywords and also emphasize a website’s dominance for its main keywords.

Certain powerful SEO strategies combine PPC and SEO, leveraging on the benefits of both systems.  PPC is an ideal testing platform for SEO.  The SEO can know more accurate estimate of search volumes by running a PPC campaign on the chosen keyword terms before starting an SEO campaign.

As SEO throws a wide net, traffic can sometimes reveal profitable keyword combinations.  If a website ranks good for expensive terms, then a company could cease PPC bidding on these terms and invest money on other terms.

The major market players in the domain of demographic targeting are Google, which offers demographic bidding in the Content Network for the past two years, and Microsoft (adCenter), which is considered to be in the forefront of demographic targeting in PPC.

There are some loopholes in traditional demographic targeting.  In case of Google, targeting is based on data provided by website owners and not data from the visitors themselves. It should be remembered that targeting is only as good as the information provided by users or visitors.

Facebook is acclaimed to be the most-visited website, tapping almost 36% of total online traffic. Facebook’s PPC program offers both CPC and CPM pricing models. In order to kick create a PPC ad on Facebook, you need to figure out who are your target audience. The social networking site will provide you these options: Location, Demographics (age, gender, relationships and languages spoken), Likes and interests, Education and work, and Connections on Facebook.

The new MSN PPC advertising network will incorporate demographic information and behavioral targeting. Its search engine advertising program allows advertisers to know approximately what portion of users who search on a specific keyword are interested in certain market segments, as well as those internet searchers’ demographic details. How can MSN know such details about those audience or searchers? Well, MSN has been gathering and sorting this information for years in pursuit of this business.

The future of PPC

PPC forms the basis for advertising systems like Google’s AdSense program, Yahoo’s Overture, etc. Online advertising analysts believe that the PPC model will change for the better. The future online ad campaigns will be dynamically designed and hosted for search engine listings. The future seems to be shining bright for PPC.

vSplash Team

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