Pay Per Click Management (SEM)
Made famous through Google AdWords and Yahoo! Search Marketing, pay-per-click is a demand-based method of advertising, where advertisers bid on keywords that they think their target audience is most likely to be searching or reading about online. Then, when a web user searches for those keywords, or reads an article on a website that displays pay-per-click ads, the “sponsored links” or “sponsored ads”, as they are called, will appear next to or above the text or search engine results.
With pay-per-click ads, you only pay when a user clicks on your ad. This can work tremendously well for you – if planned properly, or against you, if done without proper attention and know-how.
The Pros and Cons of Pay-Per-Click
On the one hand, having to pay only when a user clicks means you pay for actual traffic to your site, ideally traffic that not only wants what you’re offering, but is actually actively searching for it.
If you create an appropriate landing page, you can also help build your opt-in email database with these new potential customers, helping you get the best value for your pay-per-click campaign. This means the expense you made for a click several months ago can bring back the same customer or potential customer again and again. This combination of email marketing and search engine marketing can significantly increase your ROI.
On the other hand, you also pay for users who click and don’t convert to customers. Many poorly-planned pay-per-click campaigns make the costly mistake of trying to trick users into clicking on the ads, believing more traffic is always better. Besides the cost of the click, unwanted traffic to your site will waste bandwidth, yet another expense to consider. Driving people to your site who don’t intend to buy, or, worse, are tricked into clicking with elusive ad text, does nothing but decrease your ROI.
There will always be some percentage of web users who will see your site and decide not to buy. But, there are steps you can take to increase your conversion rates and avoid wasted clicks.
How ECommerce Partners Optimizes Pay-Per-Click Campaigns
Running a successful pay-per-click campaign is not based on luck, tricking users into clicking by writing confusing ads, or throwing money away on overly expensive bids in hopes that it’ll bring more traffic. Pay-per-click management is a science and an art. We know what it takes to launch a successful campaign, and have developed a step-by-step process that works.
Step #1 – First, we will meet with you to discuss your business and your goals. If you already have a PPC campaign, we’ll look at the keywords you’re currently targeting. A pay-per-click campaign will never succeed if we don’t completely understand what you’re selling and what your target audience is looking for. We make sure to provide you with the best strategy based on your needs.
Step #2 - After we understand your business and target audience, we start researching which keywords will bring in the best results and most targeted clicks. Then, we complete a keyword analysis for each potential keyword, taking into consideration the number of people who search for that term, other possible related keywords, competition for the keyword, and bid rates.
Step #3 – Once we’ve decided on the keywords, we write a unique description and create a unique landing page for each keyword. We don’t try to bundle all the keywords into the same description, or drive the traffic to the same pages. To attain the best conversion rate it's best to have targeted landing pages.
Step #4 – Before launching into a full pay-per-click campaign, we run a smaller scale test campaign. Using ClickTracks software, we track users as they come to the landing pages. We use the software to improve conversion rates, and try to understand which customers convert to paying customers, and why some don’t. We use this information to improve the landing pages and the ads themselves, until we find a conversion rate that shines. You can read more about how ECommerce Partners optimizes websites with ClickTracks here.
Pay-per-click management involves a great deal of attention and online marketing expertise. Request a price quote today for your pay-per-click campaign, and find out how ECommerce Partners can help your business succeed in the competitive world of search engine marketing.