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Online advertising can be a great way to accelerate website traffic and can be an integral part of any online marketing strategy.
Internet Strategy
In the last two ACCA articles we discussed search engine optimization and why it can take time for a website to have a strong natural or organic ranking. To bridge the gap between now and the time when a website appears naturally on the first page of the search results, many companies opt to advertise online.
The overall strategy is to advertise online only until your website appears in the "free" or "organic" search results area. This strategy provides potential customers a way to find your website in the short term and eliminates the advertising budget, long term.
Online Advertising - How does it work?
Search engines will display a set of ads each time a search is performed. These ads are displayed in the "Sponsored links" section of the result page.
The search engines charge the advertiser only when a person clicks on their ad, hence the name - pay-per-click or PPC. When the ad is clicked the person is taken to the advertiser's website.
In this model, advertisers compete with each other for top listing by bidding against one another. Generally speaking, the company with the higher PPC rate will be listed higher than the company with the lower PPC rate.
As an advertiser you simply set a monthly budget and a PPC rate. The search engine will then determine how often to display the advertisement. When the monthly budget has been reached, the ads will no longer be displayed.
Features and Benefits
1. No upfront cost to get started.
2. No commitments.
3. Ads can be stopped at any point.
4. Start with small budgets.
5. Easy to test different messages.
6. Concentrate only on ads that work.
7. Transparent reporting and accountability.
Ad Strategy - Keywords
Although getting started is easy, writing advertising copy can be challenging. When composing an advertisement it is extremely important to incorporate keywords into the advertisement itself. If the advertisement contains a keyword from the search phrase, the keyword will be bolded when displayed.
For example, search on "air conditioning repair katy texas". Review the ads displayed and notice all of the instances where the words "air", "conditioning", "repair", "katy" and "texas" are all bolded. Also notice how "AC" is not bolded.
Challenges
The primary challenge is that there are so many keywords that it makes optimizing and testing advertisements very time consuming. In addition, there are times when you don't want your ads to appear. Knowing how to identify and avoid these situations can greatly stretch a budget.
Lastly, the end goal isn't necessarily to get a "click", but to get a "call". Therefore, one has to monitor conversion rates and implement strategies to increase them.
PPC advertising is a cost effective online advertising strategy, but implementation is often best left to Internet professionals.
Internet Strategy
In the last two ACCA articles we discussed search engine optimization and why it can take time for a website to have a strong natural or organic ranking. To bridge the gap between now and the time when a website appears naturally on the first page of the search results, many companies opt to advertise online.
The overall strategy is to advertise online only until your website appears in the "free" or "organic" search results area. This strategy provides potential customers a way to find your website in the short term and eliminates the advertising budget, long term.
Online Advertising - How does it work?
Search engines will display a set of ads each time a search is performed. These ads are displayed in the "Sponsored links" section of the result page.
The search engines charge the advertiser only when a person clicks on their ad, hence the name - pay-per-click or PPC. When the ad is clicked the person is taken to the advertiser's website.
In this model, advertisers compete with each other for top listing by bidding against one another. Generally speaking, the company with the higher PPC rate will be listed higher than the company with the lower PPC rate.
As an advertiser you simply set a monthly budget and a PPC rate. The search engine will then determine how often to display the advertisement. When the monthly budget has been reached, the ads will no longer be displayed.
Features and Benefits
1. No upfront cost to get started.
2. No commitments.
3. Ads can be stopped at any point.
4. Start with small budgets.
5. Easy to test different messages.
6. Concentrate only on ads that work.
7. Transparent reporting and accountability.
Ad Strategy - Keywords
Although getting started is easy, writing advertising copy can be challenging. When composing an advertisement it is extremely important to incorporate keywords into the advertisement itself. If the advertisement contains a keyword from the search phrase, the keyword will be bolded when displayed.
For example, search on "air conditioning repair katy texas". Review the ads displayed and notice all of the instances where the words "air", "conditioning", "repair", "katy" and "texas" are all bolded. Also notice how "AC" is not bolded.
Challenges
The primary challenge is that there are so many keywords that it makes optimizing and testing advertisements very time consuming. In addition, there are times when you don't want your ads to appear. Knowing how to identify and avoid these situations can greatly stretch a budget.
Lastly, the end goal isn't necessarily to get a "click", but to get a "call". Therefore, one has to monitor conversion rates and implement strategies to increase them.
PPC advertising is a cost effective online advertising strategy, but implementation is often best left to Internet professionals.
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