Many SEO companies and SEO consultants are also dwelling in the realm of Pay per click which means that although not really part of an SEO campaign it is still a marketing strategy recognised by SEO consultants and SEO companies. Pay-Per-Click is a campaign on its own however there are several steps or processes that are similar with search engine optimisation an example would be the goal of PPC which is to gain traffic and conversions for the website, a goal which is also the same as that of the goals of search engine optimisation. Just like Search engine optimisation, pay-per-click also has its own strategies to follow although most are more straightforward than that of SEO. The following are different suggested strategies in pay-per-click.
1. Integrate a Call to Action statement – it is important that we understand PPC as a simple ad that will be seen by the internet user therefore it is very important that we integrate a call to action statement to motivate the internet user to click the advertisement and convert into a purchasing client.
2. Research and utilise keywords – Pay-per-click is also a keyword driven campaign that is why just like for an SEO campaign keyword research is very important as such keywords will also be the cornerstone of your whole pay-per-click campaign.
3. Sense of urgency is important – considered as one of the different marketing tricks is creating a sense of urgency this is where you give a time limit to your offer and make such irresistible offer expire at a certain period of time in order for the visitor of your website to immediately purchase your product or click your advertisement.
4. Give a clear and immediate offer – it is important to create a clear and immediate offer since you only have several seconds to convince a website visitor before he or she click away from your website.
These are just suggested strategies that you can do in your pay per click campaign it wouldn’t hurt to follow these simple advises from SEO consultants and SEO companies.
The main goal of search engine optimisation is to gather as many visitors and conversions as possible through different means or what are commonly known as SEO strategies. Gaining traffic being the main goal of search engine optimisation is also the main goal of another traffic-getting method and that is called the Pay per click. Although pay-per-click is known to be an independent strategy and not really a part of search engine optimisation many SEO companies and SEO consultants are also engaged in pay-per-click because of the fact that it is a method that can help gain traffic, conversion and revenue. Gaining traffic although a primary purpose of the SEO companies and SEO consultants in utilising pay-per-click in their campaign this is not the main goal, for SEO consultants and SEO companies their main goal for Pay-per-click is to gain as much conversions as possible. One drawback in the field of pay-per-click however is that unlike for an Search engine optimisation strategy , it requires an actual budget for a specific Pay-per-click campaign. This means that those who will be entering the realm of pay-per-click such SEO consultant and SEO company must be ready to prepare or allocate budget for the campaign. This is because of the fact that there is a need to bid on keywords on where you website is going to be advertised, further every click in the link going to your website corresponds to a particular amount of payment. Although there is such a drawback it is still a strategy that is being implemented by many SEO companies and SEO consultants because of the following reasons:
1. Pay-per-click implementation is done immediately and can be set-up easily. Users or SEO consultants or SEO companies would just need to sign-up on a PPC program and the campaign can already be set unlike for SEO where results or set-up would take some time.
2. Pay-Per-Click does not require any special knowledge unlike for Search engine optimisation.
3. There is no need for one to change the website design or parts thereof.
For SEO consultants and SEO companies they have considered keywords to be the cornerstone of every SEO campaign, choosing the keywords for the SEO campaign could contribute to the success or failure of a search engine optimisation campaign. Pay Per Click although not a direct part of an SEO campaign it has the same purpose and that is to gain traffic and conversion for the target website. Many SEO companies and SEO Consultants are also focused on conducting pay-per-click campaigns apart from doing SEO campaigns. In a pay-per-click campaign there is also a process of researching for the keywords to be used in the campaign therefore this means that keywords are also the cornerstone of the pay-per-click campaign. It is therefore imperative that when choosing the keywords that will be used in the Pay-per-click campaign would be extensively researched. Research is very important as the whole pay-per-click campaign will, just like in search engine optimisation, be built around the chosen keywords. However, in pay-per-click campaign the criteria for determining the keywords are different from that when keywords are chosen for the SEO campaign. The following are the different factors that should be considered when choosing the keywords that is to be used in a pay-per-click campaign.
1. Consider your clients or potential clients, who are the target audience of your product or website should be a determining factor. Therefore when choosing the keywords you have to put yourself in the shoes of a potential client.
2. Research on the websites of your competitors, it is important that you determine the different pay-per-click strategies that are being implemented by your competitors and analyse which would be the best strategies in pay per click should be implemented and which strategies would be improved.
3. Finally you have to consider the product itself, one cannot convince other people to purchase the product being promoted if one does not have the proper and extensive knowledge about the product. Therefore, one should also be well versed with the product.
SEO Positive, a leading innovator in ethical ‘white hat’ search engine optimisation, has been rated as the top pay-per-click (PPC) and integrated search marketing provider in the UK. The ranking was awarded by TopSEOs, an independent authority on search vendors, and represents the latest step in SEO Positive’s rapid growth to the forefront of the UK search marketing industry.
Whilst SEO Positive has been regularly ranked as a top 5 Search engine optimisation agency, this is the first time it has achieved the top spot in PPC and integrated search. The rankings have been awarded following an extensive evaluation by Top SEOs’ research team of SEO Positive’s ability to provide the best possible ROI and increased traffic from PPC campaigns.
“Pay-per-click advertising can be like pouring money into a black hole if the ads aren’t properly targeted and you don’t know how your budget is being spent,” said Ben Austin, SEO Positive’s Operations Director, “We’re delighted to have been recognised as the leading provider of pay-per-click and integrated search marketing for our expertise in managing successful campaigns that generate real ROI for our clients.”
SEO Positive has managed PPC campaigns for 100s of clients and differentiates itself by ensuring its clients know exactly how and where their investment is being spent. It achieves this through its proprietary PPC reporting tool which constantly checks which keywords are the best to target. This prevents costs from spiraling out of control and the PPC budget being drained the moment the tap is switched on.
SEO Positive’s experienced team also includes some of the best PPC consultants in the industry. Along with optimising PPC adverts so they maximise ROI and traffic, SEO Positive’s PPC consultants provide clients with monthly reports, both analytic and verbal, on the progress of their campaigns.
Clients can also access information at any time through SEO Positive’s recently updated Positive Reporting Suite. This application, accessible through SEO Positive’s website, provides a wealth of information, including rankings in over 1000 search engines (including local search results), reports on the number of backlinks and notes on the actions being taken to improve their rankings.
For more information on SEO Positive’s online marketing services visit www.seopositiveltd.com, where you can also request a free online quote. Alternately, you can contact SEO Positive directly on +44 (0)800 879 9000
The realm of Pay Per Click dwells within internet advertising and not directly with search engine optimisation. However, you will be able to see SEO companies and SEO Consultants offering Pay Per Click services. On a different perspective Pay Per Click is also a way of increasing traffic to your website using advertisements. Placing advertisements on different websites can help make your website “visible” to a lot of internet users and potential visitors and clients. The different strategies involved in search engine optimisation is similar with that of Pay Per Click, the following are some of the strategies in Pay Per Click that can be utilised in order to increase traffic and conversion in your website.
- Use the right keywords in your content and not in your meta-tag. The Meta-tags’ use or importance greatly diminished when abuses on this tag were done thus instead of placing your keywords or instead of bombarding your meta tags with keywords use the content as an avenue for you to place your meta tags.
- Incorporate a landing page. Landing pages can be an additional page that could be used for further convincing your website visitors to avail of your products or services. Incorporate aesthetics or nice graphics in your landing page and several call to action statements that could help convince your website visitors to avail of your products or services.
- Research for relevant keywords. It is a known fact that Pay Per Click entails the need to spend. This is why you do not want untargeted traffic or people who are not interested in your product to click on your link. It is important that you funnel only the targeted traffic and thus you have to utilise keywords that are relevant to your site and to your PPC campaign.
- Stick to your budget. Pay Per Click can prove to be very costly that is why it is important that you set your budget and you stick to it do not over do your PPC campaign.
PPC or pay-per-click is the investment arm of SEO, this is considered as an investment arm because of the fact that undergoing PPC means that you have to shell out some money in order to make your PPC campaign to work. Although Pay-per-click is not in direct relation with search engine optimisation, both are dealing with keywords and in both PPC and SEO campaign the same keyword may be utilised. Website owners or SEO’s who have engaged in the use of PPC as a way of bringing traffic to the website should always consider the fact that technology is constantly changing that also goes true with the algorithms during live search, what may be effective yesterday may not be effective anymore tomorrow.
Why are keywords very important in the field of PPC? This is because of the fact that through keywords you would be given the opportunity to purchase it and have your website be posted across other related websites. Since you will be purchasing, in other instances you would be bidding for a specific keyword. Should you be just paying for the keyword make sure that you would choose keywords that are highly relevant to your website, an example maybe is that your website is about balloons then it would be prudent on your part to bid or purchase the keyword balloon, do not purchase a person or a company name if such name do not in any way pertain to the main theme of your website or in short the keyword or keywords are not relevant to the main theme or content of your website.
Finally, you should not stick to only one keyword in your PPC Campaign it would be prudent on your part to research several other variants of your keyword this is because of the fact that users may search using different variants or variation of your main keyword.
Pay-per-click or commonly known as PPC is a strategy that would require the utilisation of some finances, in fact that strategy would entail the use of a big chunk of your budget. Although the process involved the use of finances its return of investment is promising because of the fact that it is going to increase your websites’ traffic and your conversion rates. This achieved because of the fact that your websites’ presence will be established or posted on different websites through ad links. In order not to waste money though it is imperative that you start your PPC campaign correctly as it would mean financial disaster if you would just haphazardly start with your PPC campaign. One way of starting your PPC campaign correctly is by dealing with keyword research. It is important to first know the status of the keywords that you have chosen whether it would bring you the needed traffic and conversion rates or not. In other cases you need to know which one is the best keyword for your PPC campaign in order to give you the power to choose wisely and to choose what is best for your PPC campaign.
Choosing the right keyword is not rocket science but it is also not a hit and miss concept rather it requires a little bit of logic and common sense. There are three basic concepts that you have to understand in choosing your keywords for your PPC campaign. First is that you have to take into consideration researching what keywords are having or raking in the top bid prices, doing this will give you an idea which keywords are given the top bids, having the top bids means that the keyword is competitive and profitable. Second is to research keyword popularity, this means finding out which keyword is usually utilised by internet users in order to get to the web page that they want. Using a keyword with a high popularity rating would mean that you website will gain more traffic with a high rate of conversion. Finally, when you have already done your research on keyword popularity and the top ranking keywords in terms of bids, narrow down your search for keywords by creating your database of focused keywords that pertains to your niche, where you will rank them and choose what keyword will be the parent term and what keyword would be the sub-term.
Doing these three simple steps would help you greatly in your pursuit of earning money with less cost in your PPC campaign.
The field of Search engine optimisation is a combination of several types of strategies and the success the overall SEO campaign is dependent also on the individual accomplishments or contributions of the said strategies. One method that can augment one’s own SEO campaign is through the pay-per-click system being offered by advertising companies, the most common of which is the Google adwords service. The process involves the bidding for keywords and from which you can utilise such keywords for your links to be added to a website that accepts advertisements. Unfortunately, most business people who engage the services of the pay-per-click system are actually committing several errors that are detrimental to the whole pay-per-click campaign and ultimately their SEO campaign. Among these errors that are commonly committed by people who are engaged in the pay-per-click system are:
1. Clicking your own ads, the system is a pay-per-click method. Clicking your own ads would generate a deduction to your pay-per-click account, not to mention that such clicks may be interpreted as fraudulent and thus might become a cause or basis for the pay-per-click account to be closed.
2. Do not customise the adsense code beyond what is required by the pay-per-click company. The PPC company can provide you will all the necessary tools for you to customise you advertisement but once you are given the code never modify it again by changing the color or even by touching the ad or search code as this could cause a serious problem later on when your advertisement do become live and online.
3. Always adhere to the limits set by the pay-per-click company in terms of the number of ads to place in a website.
4. Make sure that your pay-per-click account information are kept private and confidential as this information can be potentially utilised against you by your competitors.
5. Your clicked ad must launch on the same window and not on a new web page. This is because opening on a new page from clicking an advertisement is considered by most a nuisance and are easily closed by internet users. Thus, you have to remove the base target code in your adwords script. It is in this manner that you are not only making your advertisement efficient, you are also making it more SEO friendly.
6. Your advertisements must be placed only on content pages. This is because advertisers only pay for content driven ads.
Time and again Google is being battered by lawsuits regarding it’s implementation of the Adwords policy, a pay-per-click marketing technique which allows a person to bid for keywords and use it as advertisement over the internet. So is Google changing it’s policy to conform and please those who filed lawsuits against them? Well, no quite this is because the change in Google’s policy is not in congruence with that of the subject of the lawsuits filed against the company. The lawsuits’ subject is the fact that a winning keyword bidder can use a competitor keyword to redirect internet users to their site, for example the keyword used is Pepsi but when clicked it will bring the user to Coca Cola’s website, or for some derogatory remarks about the trademark name may be used in the advertisement.
The changes in the policy of Google is about the use of product names, before the change in policy retailers of products cannot use the product name in their pay-per-click ad without the express authorisation of the company producing the product. The process of asking for authorisation is actually an additional burden to the retailers over the web because of the fact that before asking for an authorisation the retailer must first secure a letter template from google adwords division to which the retailer will write his or her request.From there the retailer can now ask the company for authorisation, unfortunately, it takes several weeks and even months for a company to respond to such emails for request of authorisation. This maybe attributed to the fact that it will have to take the company’s whole legal division to process one measly request and it should have the approval of every affected offices in the company, which is if you look closer, a situation that would be time consuming because you are asking for an authorisation to sell the company’s product.
Google, in their new policy is trying to avoid such unreasonable situation, by allowing adwords subscribers or bidders to use trademarked name as long as it is generic in nature, but the main policy change is now allowing retailer to use the product name as long as they can prove that they actually are resellers of such products, proof that may come only from the reseller and not from the main company.
Look at some of our other posts for more information on website design and search engine optimisation.
With the increasing competition among SEO companies or SEO consultants the employment or use of several techniques to improve ones’ own SEO campaign is imperative. Some SEO practitioners have been using different black hat techniques in order to keep a leg up against their competition but the problem with using such technique is, when found out by search engines, it will be grounds for the non-indexing or suspension of your website. Several SEO practitioners have employed other creative techniques and others have also utilised some tools that can aide their SEO campaign. One example of such tool is the free Google analytics tool being provided by the Google search engine optimisation company.
Google analytics was created with the purpose of gathering information on the interaction between your website visitor and your website. It determines how a visitor view or navigate your site and whether or not such visiting of your website was turned into conversion which is one of the main goals of Search engine optimisation. With this general purpose in mind, Google analytics functions to give several contributions to one’s SEO campaign. One contribution is that Google analytics can track the behavior of your users in the check out counter and registration process, it further determines which specific part of the check out or registration process does a visitor abruptly terminates his or her transaction, this way you can or will be able to identify the deterring part and revise it in order to enable or convince visitors to complete the check out or registration process.
Another detailed contribution of Google analytics to SEO is that it can identify the most visited page in your website as well as the most clicked link. This is beneficial because knowing which page is frequently viewed by your visitors and knowing which link is mostly clicked by your visitors will help you determine a proper position for your web pages and links and how and where they should appear to maximise further their efficiency in contributing to your SEO campaign.
Keyword research is vital to your SEO campaign, but to know from your list of keywords which are the most efficient is a great contribution to your SEO campaign, this can be accomplished by Google analytics as it also provides data on the most common keywords that users type in the search engine in order to quickly find your website. The implication of this is that you can now determine which one from your list of keywords are the most efficient and by knowing this information you can further optimise such keywords to increase their yield of contribution to your SEO operation.
Ultimately what Google analytics provide are information that are very vital in your SEO campaign, as what was constantly being said: “knowledge is power” and given this power as provided by Google analytics you can improve and develop your SEO operation.
