Paid Advertising – Pay Per Click
Pay Per Click (PPC) is one of the fastest ways to deliver traffic to your website. Pay Per Click ads are shown at the top and bottom side of search engine results.
Early on in PPC advertising the highest bidder was given the highest result on a SERP. Nowadays things are entirely different. Google AdWords, for instance, has instituted a metric called Quality Score to determine an ads position on a given keyword you want to bid on.
The higher your Quality Score, the less you have to pay per click for a good position. There are several factors that determine a keywords Quality Score but the 3 main are as follows: Keyword Relevance, Bid & Click Through Rate (CTR), and Landing Page Quality/Load Time.
A seasoned PPC expert will understand that it’s not just about driving a significant amount of traffic to a website, it has to be relevant traffic to help bring in the highest ROI possible. This is done by doing the following:
- Keyword Research
- Location Targeting (if necessary)
- Competitive Analysis
- Optimized Campaign Structure
- Relevant Ad Copy
- Tracking Through Analytics
- Landing Page Optimization