Pay per click is an advertising model in use to drive visitors to specific websites, where an advertiser only pays the publisher if the ad is clicked. In the past, PPC was provided by search engine companies, such as Google, MSN and Yahoo! Today, most internet marketers use pay per click (PPC) campaigns to market their business and services. PPC is a great way for new online businesses to test the waters before taking the plunge into the professional world of website marketing. However, a PPC campaign can take many months or even years to generate enough revenue to support continued operations, making it a high risk, high reward form of marketing.
The short answer to the question posed in the title is “Yes, PPC can be very profitable if a lot of traffic is directed to your website.” Although PPC does not offer unlimited potential earnings, it does have a rather limited time frame. With a carefully constructed PPC campaign, an online advertiser can enjoy steady growth in profits over many months or years. To help you get started with your own PPC campaign, an accredited PPC training academy will offer you the education you need to learn how to create a highly targeted PPC campaign that can bring in a substantial income for your online business.
Before beginning the PPC process, an advertising academy will provide you with several options for creating a highly targeted campaign using pay per click. You may elect to use a single search query ad group, or a combination of search query and text ads. In addition to selecting which ad groups to use, you will also be presented with different types of campaign wording, and different levels of text advertising. For example, you may choose to run a short keyword term campaign only, or a long vertical term campaign during the busy summer months. Ultimately, the PPC academy will advise you on the right PPC format for your own website. Some of these courses will focus on developing keyword terms that are specific to your target market, while others will teach you how to create ads that are highly descriptive and hence attract more visitors to your site.
As you begin your PPC education, you will need to decide whether you will develop your own pay per click campaigns or use a third party advertising network such as Google AdWords, Yahoo Search Marketing, Microsoft ad Center, and other platforms. Most reputable PPC training academies will recommend that you develop your own pay per click campaigns, since using third party platforms can often times result in poor PPC conversions. (In some cases, the pay per click campaigns developed by PPC companies will turn out to be too generic, resulting in low click through rates.) Developing your own PPC campaign ensures that your PPC campaigns will produce tangible results in a very short period of time.
Once you have decided which PPC format to use, you will need to select a good PPC conversion testing method. The most popular PPC conversion methods include ad split testing and ad placement, where you can test out different ad copies, with varying keyword weights and placement on the same site. Ad placement is especially useful for pay per click advertisers who do not have the resources to test all their keywords with every single ad copy. Ad split testing is done by testing out one copy of an ad against several keyword counterparts, with different ad sizes, bid prices, and ad styles; this allows you to determine which ad copy is bringing you the highest return on investment.
A quality score is determined by two factors: the relevancy of your PPC ad, and the quality of your overall PPC campaign. The relevancy refers to how closely your PPC ads match with the specific keywords used by your customers. This means that if someone searches for a particular term, such as “plumber,” you want your ad to appear at the top of the list. Ideally, your PPC ad should not only appear at the top of the list, but specifically tailored to deliver your intended keyword match.
The second factor, or quality score, measures how closely your ads match with your competitors. This means that if you are advertising in different countries or having different ad designs, the quality score will be influenced by these differences. For example, when your competitors are paying in different currencies, the competition for certain keywords in different countries can lead to varying ad styles and placement on the page. Advertisers who are willing to spend the money to advertise internationally will be able to benefit from displaying their products and services across a greater number of potential buyers.
Landing pages are also important components of the Pay Per Click campaign. A landing page is the page that your potential customers first see upon arriving at your website, and should contain highly relevant and appealing headlines, a description of the service or product you are offering, and a link to your website. All your PPC traffic should land on a landing page, and you should test and monitor your landing pages to ensure that they are as effective as possible.