With the arrival of PPC advertising, a whole new industry providing services for PPC advertisers has come up. A new breed of consultants providing a range of services right from keyword optimization to copywriting have been working to push the PPC model ahead of other Internet advertising models like banners, pay-per-impressions, pop-ups, etc.
PPC services are a billion industry in size, and with 85% of Internet users using search engines to locate products, the significance of this industry can be understood. With the introduction of Adwords by Google, a new marketing definition, SEM, Search Engine Marketing, a legal activity that brings traffic from a search engine to another website has entered the marketing lexicon. Adwords was followed by Yahoo Search Marketing, previously known as Overture and other Tier 2 portals. A club of big businesses like CNN also provides this service.
There are numerous websites offering PPC advertising services in the net. The range of services includes keyword optimization, copywriting of the advertisement, tracking tools to measure the success rate and positioning with the search portals. Among them, some of the important sites are ePilot, eSpotting (now www.miva.com), Kanoodle, etc. They claim maximum returns on investment, higher CTRs, better conversion rates, etc.
These sites operate by registering a customer by a certain minimum registration charge and through the regular process of PPC place the advertisements in the major search portals that they have partnered with. The charges may start from as low as $15 onwards. As is with any other form of advertisement, contents of the advertisement to capture the eyeballs in a few seconds is as important in PPC advertising. Hence these Search Engine Optimizing (SEO) consultants copy write the advertisement with particular attention to the title and content. They also match the advertisement with website content development-like navigation features, descriptions of product/service features, easy buying experience for the buyers, etc.
Other than the above-mentioned services, they also provide specialized services like tracking the customer according to the geographical location and fraud management. Localization advertisements target the area where the advertiser wants the services to be reached i.e. the software tool recognizes the cities, towns, etc. Fraud management services include tracking the unique IP number of the user who clicks through the advertisement and helps preventing the counting of multi-clicking, if the same user clicks through repeatedly.
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A business should have a vision of the domain it is operating in and then design its products and services according to the needs of the target group of that domain. Once the above is in place, the next step is to reach out through marketing efforts. In a purely online business, the marketing effort is often carried out through a PPC Advertising campaign.
The broad strategy can be devised by componentizing the advertising campaign into different areas like gaining visibility among users, keyword optimization, advertisement management, website content management and allocating dollar resources. These broad areas have to be in sync with the objectives and goals of the advertisement and business respectively. Hence, working backwards, the first step is the clear articulation of the goals (increasing sales volume by 20 %) and objectives (higher conversion rates).
Positioning strategies involve deciding the rank of the appearance of the advertisement in a search portal result page and placing the advertisements in those advertisements related to the contents of the advertisements. It is seen that the top 10 rankings get the maximum click-thru-rates. Hence an advertiser can decide the budget to maintain or let go of the ranking. Further he/she can choose websites that is related to the products/services, for instance, a business offering MBA preparation service can place its advertisements in say, Businessweek.com and also the search portals where the number of searches is high.
Keyword optimizing strategies involve bidding for maximum number of keywords, niche keywords. Contents of the advertisement and website can be strategically managed by professional service providers (by self, if the advertiser is proficient). Dollar resources can be managed by observing the burn rate i.e. how fast the account is depleted by the service provider and by allocating resources for other components of the campaign like positioning, keyword optimizing, etc.
These strategies are effective only by tracking the course of the campaign by measuring the metrics and taking action. Some of the key tools available for the execution of the strategies are employment of Search Engine Optimizing (SEO) consultants, software tools like Wordtracker that mine logfiles for finding the rate of keyword usage that has led to the click-thru-website, and tracking the number of visitors.
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