Do you have a website that is struggling to generate traffic? As a rule of thumb, small firm websites should have an average of 1000 visitors per month. If your website is getting the average amount of traffic, then you are in a good position and must be doing something right.
But not every website is the same. Each website has a different purpose.
Some websites, like this one, is informational and would welcome getting the average of 1000 visitors a month. E-commerce websites which have a conversion rate of 1% would want more visitors to generate more sales.
My point is that traffic is king when it comes to running a successful e-commerce website. While Search Engine Optimization is a great way to grow your website using organic traffic, sometimes you may be put into a position that you will have to spend money to make money. That is where pay per click (PPC) internet advertising comes into play.
What is Pay Per Click Internet Advertising?
Pay per click (PPC) internet advertising is a technique of paying for internet traffic or leads through clicks provided by a PPC advertising vendor. I will discuss several vendors later in this post.
Each lead has an acquisition cost which can be between 10 cents and can as high as $5, depending on the bidding price that the website owner has agreed to pay for the leads.
Search engine PPC is the most popular for of pay per click advertising. It allows promoters to bid for ad assignment in a search engine’s links when someone uses a keyword search on that is related to your business website.
As an example, if we bid on the keyword “top weight loss products,” our ad might show up in the very top spot on the Google results page.
Using Google Pay Per Click Advertising
Website owners can use Google pay per click advertising (known as Google AdWords) to target specific audiences that are searching specific keyword terms that are related to your products, brand and your website content. Google AdWords allows website owners to set a budget for the campaign for the keywords that are to be targeted.
- Google AdWords has a free keyword planner that will help you plan each keyword campaign
- AdWords creates convincing ads that distribute your brand, products and website message to a global audience that is looking for a website like yours.
- Works for any type of audience which may be using a desktop, mobile or tablet.
- Advertisers can set a daily budget that will help control cost.
- AdWords provides tracking software that will help advertisers see the positive and negative metrics. The metrics will help you make changes to campaigns to maximize the campaign and get the most website traffic.
How to Scale a Pay Per Click Campaign
Knowing how to scale a pay per click advertising campaign will lead to greater success and added revenues if it is setup properly.
1. Identify who your targeted visitors
Who are your visitors? What kind of people are they and what are they looking for? Why are they looking for this information now? What can your website provide to them?
These are some of the questions that will help you identify who your customers are.
2. Develop a grouping of 5 to 6 keywords
Make sure the keywords are closely related to your brand. These are terms that you believe your targeted visitors would use to find your website. The relevance of your keywords critical in terms of how many “clicks” you will get, also known as the Click Through Ratio (CTR).
3. Utilize multiple Pay Per Click platforms
While Google Ads is the most common PPC platform, it does not mean that you have to limit yourself to their services. Microsoft Advertising (formally Bing Ads) and Yahoo also have pay per click advertising platforms that will drive traffic to your website.
What could go wrong with Pay Per Click ?
Using pay per click can be a costly venture for those who do not have experience. It is not for those who are new to affiliate marketing. Website owners enter into an agreement with Google for paying for each click that they provide to your website. It is one thing to get the traffic. It is another to transform that viewer into a purchase.
In my experience, I have seen the failure of pay per click advertising. My websites did not have a call for action wich resulted in low conversion rates. On average you should plane for a break even conversion rate of 1 purchase per 1000 clicks. If you have more, then your website has the right call to action. Anything less would mean your website is not ready. You are going to loss money on the advertising strategy.
Thank you for stopping by and reading my post. I will be update this post over the next few weeks if I come across any more information that I feel may help you, my visitor.
Please leave your comments below and let me know what you think and add your voice to the conversation.
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Doug is the owner of Online Business Talk and sole contributor on all the articles. He is married, has 5 kids and lives in Maryland, in the DC area. Doug holds a Masters Degree in Business Administration with an emphasis in Entrepreneurship. The mission of Online business talk it to provide helpful information to new online business and entrepreneurs that are entering the online business marketplace.
For more information about Doug or this website vise “About Doug” for more information.