If you’re reading this article, it may be because the word “Advertising” caught your eye. It’s a keyword, and if you search the word “Advertising” in Google, you’ll generate millions of results.
But imagine this isn’t an article at all. Imagine you have just clicked on a direct link to your landing page. You’re selling a product or service that is intimately associated with that keyword.
What have you achieved? Something very simple. Something fundamental and critically important. You’ve circumvented a lot of navigating and hunting around and searching for a potential client. You’ve taken them directly to where they can make an immediate purchase, register as a regular subscriber, or do whatever it is you want them to do. Not your home page, mind you, but the specific page on your site where the real action is.
This is Pay-Per-Click advertising, or PPC. You have to pay anywhere from 10 cents to 10 U.S. dollars for each click, but if read on, you’ll understand why the returns can be well worth the investment.
How PPC works with Google AdWords
AdWords is Google’s advertising system where a small advertisement containing a link to your desired site is displayed when certain criteria are met. The first and most important criterion is keyword matching. This is where a search query with the words you have set will trigger your ad. But here’s the first advantage: it isn’t one keyword or one phrase, it’s a complete set of related or similar phrases associated with your ad.
You can also set very specific location constraints so that only those searching for a specific town, city, state or country will ever see your ad. That means that if you’re a personal fitness trainer, you can target people near you and not from half the world away. Then, if you’re smart, you can word your ad to encourage only certain age groups, or sexes or budgets to really hone in on your target client profile.
Remember that you don’t pay for the advertisement itself, you just pay when someone clicks on your ad. That someone, however, has entered the keywords you wanted on Google, has found the wording of your advertisement inviting enough to click on it, and now finds him or herself on the very web page you have designed to deliver the promise established in your ad. Tell me that isn’t seriously powerful advertising.
With AdWords, you can set up broad advertising campaigns with separate ads for specific pages and purposes on your website. And you can set your daily budget so that Google simply stops displaying your ad or ads when enough people have clicked on them. What’s more, there are analysis tools and statistical data readily available for you to gauge the effectiveness of your ad and make whatever changes you deem necessary in minutes. You can, in fact, make a new ad from scratch in a quarter of an hour if you know what you’re doing.
To get the most out of PPC advertising, I highly recommend you enlist a professional web design company to manage it. This is because developing an effective keyword strategy in what is now an enormously competitive market is not at all straightforward, and professional web developers can implement very clever techniques to monitor and compare your advertisements for the most effective results.
Remember also that the advertisement has only brought the customer to your store, but then it’s up to your store to complete the conversion into a sale or some other gain; otherwise, all that incredibly powerful advertising was for nought.