You have a website and you need it to be seen. Getting your message out to your target audience, wherever they are, is the core mission of any promotional campaign. Small businesses can’t really afford to keep all their advertising eggs in one basket: optimizing and extending your marketing efforts are mandatory in order to constantly increase your reach. In today’s competitive web market, Pay-Per-Click PPC advertising is a strategy you simply can’t overlook.
What is PPC Advertising?
The general principle of PPC is easy to grasp. Let’s use one of the most commonly known PPC programs – Google AdWords – as our running example. This is the deal: when a user types in a search phrase that is relevant to your business, your text ad has a chance to be displayed on Google’s search engine (given that you bid on that search phrase). You’re only charged if and when the user clicks on your ad, hence the name “Pay-Per-Click”.
Some Basic PPC Terminology
PPC advertising, like other online marketing tools, has many layers and a special language of its own. Don’t get lost in the forest of abbreviations – here is a list of basic terms and their meanings:
Where Do I Begin with Pay-Per-Click Advertising?
To get started with PPC advertising, you’ll first need to determine a long list of keywords and phrases that can drive potential visitors to your site. If you advertise through Google AdWords, it’s very easy to search for keywords using their system. You’ll also need to determine the budget for your campaign after seeing how much each keyword or phrase will cost you. Have a balanced account – too many expensive keywords will exhaust your budget quickly. Conversely, too many cheap keywords indicates ineffective targeting.
Once your campaign is up and running, make sure to review it periodically for effectiveness. Other tools like referral links and landing pages will help you target your advertising. Because managing a PPC campaign is part of a complete Search Engine Marketing plan, always remember to take a step back and reallocate where you split your energy as necessary. Keep your biz tight and your eyes open and your site will stay alive on the net.
Have questions on PPC? Drop us a comment and our Wix Promote team will be happy to reply!
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