PPC Campaign
SEM is referred as PPC (Pay Per Click) or or CPC (Cost Per Click) or just Paid Search and it means reaching your users through the search engines by paying for the links/clicks. While SEO is more related to onsite work, the SEM deals more with online marketing strategy, external to your site.
Build Your PPC Campaign
SEM or PPC has few major players in the market, one of them being Google Ads (old Google Adwords), which is the most popular. Bing Ads and Verizon Media Native (owned by Yahoo) use similar way of PPC.
Major Players in SEM
SEM or PPC has few major players in the market, one of them being Google Ads (old Google Adwords), which is the most popular. Bing Ads and Verizon Media Native (owned by Yahoo) use similar way of PPC.
PPC Campaign
Client or website owner should start with a budget for the PPC campaign. The money is used to buy a spot for advertising at the top of search engine results page, shown usually above the organic search results. But sometimes they are displayed at the bottom as well. A certain monthly budget is assigned for the ads and only clicks affects the budget, not the impressions.
An impression is counted each time your ad is displayed in search results, in google or facebook or other network.
Because those ad spots are limited and the spot has a price related to the number of bidders. So ranking and displaying in a certain spot for a certain target/region/buyers is given by the highest bidder or the amount you bid. Google also uses a certain algorithm which is based on the number of clicks received.
However one should know that not clicks are the most important thing when dealing with ads, but conversions.
A conversion is the user’s final action on the site that maybe:
- an online purchase,
- submitting a contact form or inquiry form,
- downloading a piece of software or file
- or simply redirecting user to other online page.
This conversion that happens after a click in search results represents the user’s intent on the destination site.
Conversion rate is the best tool to see if your campaign is efficient. This conversion rate measures as a percentage the number of visitors to your website or a landing page that complete a conversion.
PPC Campaign
- Know your target niche market/audience
- Building the campaign: setup objectives, conduct research, setup ads, conversions and bid settings
- Committing to a budget for ads in total agreement with the client: daily maintenance – we monitor and adjust bids based on keyword performance, budget, eliminate negative/non performing keywords, redistribute daily budget.
- Optimize landing pages (title, header tag, call to action)
- Reporting: analyze and provide tracking reports to the client on traffic, popular ads and pages, conversion rates, ROI
