PPC Search Engine Advertising Basics.
by Samuel Madison
Keywords.
Keyword is a basis of PPC advertising. At the beginning it would be better chose 10-15 keywords and expressions of different categories which define goods or services. You will estimate their effectiveness and reject a disadvantageous for you words. It is better to use special words which define goods as much as possible precisely and to avoid the words used in a broad sense, more expensive and less productive. Don’t try to catch all Internet users who interested in buying a car if you need only those who want to buy a concrete brand and model. You shouldn’t use as a keywords from other thematic sections. For example, advertising the Italian restaurant, you shouldn’t use a word "Italy" as a key as it concerns to the section “Tourism”. Many people interested in different things in Internet not for buying. It better to use selling words in composition of Ad for elimination noncommercial inquiries. For example, sale, guarantee, service, delivery, price.
For selection of keywords it is possible to use your website or the websites of competitors which contain meta-tags (search engines find out the websites using them). Use your marketing materials, booklets - you better know which words can describe your product.
People often look through messages without concentration their attention on them. You can interested in this people with trigger words, causing certain associations and emotions in the person. Here the triggers causing negative emotions in the reader: hard, lose, pay, cost, fail, terribly. The words as "discovery", "free", "comfort", "guarantee", "save", "new", "simple", "proven", cause positive emotions and associate with safety, openness and comfort subconsciously.
Ad structure.
Besides keyword obligatory elements of PPC advertising are:
• Ad header
• The Ad text
• The link to the website of advertiser
When you write an Ad text you should remember, it must interested in and call people’s attention. Its task is convince a prospective buyer to visit your website. It is impossible to overcharge the Ad. You should write simple and laconically for people who in a hurry. A person hasn’t got time for reading a long announcement, he interested in content. Compound sentence and a lot of stops mustn’t take place in your Ad. You should change the Ad text periodically. Sometimes it is enough to change only one word and Ad structure will be changed. It will be look as a new.
Bidding Stratagy
Many clients of PPC search advertising service assert, that besides obvious market result in PPC advertising they are attracted by principle of auction pricing. It is the most widespread strategies at PPC auction.
Strategy of main keyword
Experienced advertiser can pick out the main among all keywords of his advertising campaign. He has come to know it and know exactly, the biggest part of clients come to him thanks to this word exactly. He ready pays for this word the price which let to him to be the first. Thereby he makes accent exactly on this keyword. At the same time he has other keywords. He hasn’t learn their effectiveness yet, but he satisfied by the second and the third place thanks to this words. This strategy is very useful and effective in segments with law and middle competition.
Leader
At the beginning a new advertiser bid on the keyword, which will take the first place. If competitors try to outbid the position he will make a maximum bid. It looks inadequately and other advertisers prefer satisfied with residual positions to struggle. So leader can establish the bid only on penny higher than the bid of competitors and he can stay on the first place.
Behind the leader
An advertiser chooses position of “eternal” the second or the third places. That is he doesn’t pursues the leader, but he doesn’t leave the top three. This strategy let to find the balance between the price of Ad and its efficiency quickly.
Collusion
Advertisers from one segment negotiate a place at auction and its periodical change. This tactics can bring a good result only at segments with a small amount of participants.
Targeting
Practically all service of PPC advertising let to administer a great amount of settings. These possibilities make announcement more effective. It is limit audience not only on interest in the goods of advertiser, but also on geography, days of week, time of day, etc. Geographical targeting let to regional companies to increase announcement effectiveness without waste of means on improper audience.
In the end I would like to say Pay per click advertising is still one of the quickest and effective ways of promoting your business online.
