Pay-per-click (PPC) advertising and campaigns are the primary way of advertising on the Internet. As of May 2009, the three largest players in the market are Google, Yahoo, and Bing. A PPC campaign lets you determine exactly who comes to your website. You only pay for clicks to your site; if a person clicks on a search engine result, link, or banner and lands on your site.
PPC advertising is based on keyword selection. The entire Internet advertising market revolves around choosing the correct search terms and keywords. Well-managed PPC advertising will bring traffic that achieves your goal, or 'desired outcome', whether it is to publicize an event or sell goods and services. ‘Quality’ traffic refers to traffic that is well targeted. This means that the visitors:
- Are looking for what you are advertising
- Enter the site and look around
- Complete a transaction or become a lead (i.e. convert)
- Come from countries and regions that you are interested in
- Return to visit your site again
Quality traffic will bring you a higher percentage of success, in terms of seeing your visitors complete a transaction, or subscribe to the service that you provide. Conversion rate analysis will allow you to determine which traffic sources turn visitors into leads and sales. Conversion rate is the statistic that tells you what percentage of your visitors is converted from visitors into customers/ leads. High quality traffic will deliver a higher conversion rate. Conversion rate is another way of talking about your return on investment (ROI) and acquisition cost-per-visitor.
How to use tracking to evaluate PPC campaigns
A tracking service will allow you to check how effective clicks are and adjust campaigns accordingly. See which keywords and search terms bring more visitors. Learn which advertising copy is most effective. Know which source/ search engine brings the best results. Determine conversion rate and set goals. Be accountable; make sure you are getting what you pay for. Determine the Source of traffic: country, etc. and how long do they stay, how many pages viewed? The average number of page views from one search engine might be lower than another.
We cannot stress how important it is to actively manage your PPC campaigns. Update your keywords, campaigns, vendors, and bids as frequently as possible, as your budget allows.
Where should I buy PPC advertising traffic?
There are many sources to purchase clicks from, we recommend that you try more than one service, and compare results. Many sites use search results originating from a small number of search engines. This type of system is called a "content network". The major PPC vendors such as Google and Yahoo also place content within their own networks. For example, they place advertisements alongside like content.
The PPC vendors distinguish between 'Sponsored Search' results and 'Content Match' placements. Sponsored searches place results alongside search engine results. Content match places results near articles, email content, forums, etc. In our experience you will obtain a higher conversion rate with sponsored searches, which also cost more.
Statistics on the subject of where searches are conducted vary widely. Estimates for Google, the leader, are as high as 80%. The leaders after Google are Yahoo, Bing. Many smaller search engines come and go, as they are purchased and incorporated into the larger search engines.