Get Your Pay Per Click Campaign Going (Or, How to Earn More by Spending Less)

What is this new advertising buzzword ‘pay per click’? Pay per click advertising is actually an easy to understand marketing strategy. Take note of this fact: every day on the Internet, surfers make around 300 million searches, which make up more than 80% of all Internet traffic. Recognizing this, it is an extremely good (and lucrative) business strategy to put your Website on Google, where you are just a single click away from potential customers.

Standing out in a crowd: pay per click advertising

Of course, to be seen and clicked frequently, you’ve got to have prime real estate, much like in the real world. On the search results page, this means getting the link to your Website put on top of the page -the most lucrative piece of real estate in cyberspace. An Internet study reveals that searchers only get as far as the third page in the search results. Therefore it is more than crucial to get on top of the first page, if you are to attract the greatest number of visitors to your site.

There are two ways to become visible at the prime spot in the search engine result pages. The first is for your site to become very popular and very relevant, so that it always lands on top of every query related to it. Though the selection criteria for the top results are known only to the search engines themselves, there are ways to influence a site’s relevance and popularity. The entire industry of SEO (search engine optimization) is built around these influencing factors.

Now the second way is by direct advertising at the search engine. The ubiquitous advertisements that appear when you do a search are pay-per-click ads. This is similar to the old-school practice of print advertising, where companies or individuals place ads on a certain printed page. But pay per click (or PPC) advertisements are different in one important aspect – targeting. Also, pay per click can put a Website on top of the list way faster than SEO.

Pay per click ads: hitting the mark by narrowing the target

The greatest advantage of PPC ads is that it attracts only the right customers; advertisers won’t have to waste resources on an aimless broadcast. This is because the search engines only display ads which it deems relevant to the user’s search. The search engines do this by remembering the browsing behaviour of your potential customer, and by recording what search phrases or keywords the customer uses when making a query.

Through a pay per click campaign, you can also track the behaviour of the market; you’ll know what customers are buying and what they’re looking for. PPC advertising can be easily managed round-the-clock.

The success of your pay per click campaign, aside from the current state of competition, will lie on selecting the proper keywords to target. This is where the services of a Singapore firm come in. Find a company that specialises in organising a PPC strategy, and you’re on the fast road to success.

Mark K. Martel works at an SEO company in Singapore. He vows to simplify marketing and make it accessible to small and medium businesses, joining forces with the largest global network of Internet consultants. Mark contributes regularly on Internet business services and pay-per-click advertising.

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