Pay-per-click (PPC) advertising is a proven way to get targeted traffic to websites. It is basically a form of embedded advertising, where small display ads are served alongside organic search results of popular search engines such as Google, Bing and Yahoo. However, unlike traditional media buys, the number of display ads served with each search result is limited, so the ad spots are auctioned off according to specific keywords and key phrases.
To make the ads even more effective, advertisers can choose the region and user demographic where the ads will be served. When potential customers click on the ads, they are redirected to specific websites, and the cost of the clicks is charged to the advertisers. Since ads can be booked and served in practically a couple of hours (even minutes, at times), PPC advertising offers businesses the fantastic opportunity of tailoring their ads according to real-time audience behaviour and changing market conditions.
Sounds simple enough, right? It actually is – provided that you have the expertise and experience. Otherwise, PPC can be a huge drain on advertising budgets.
The most important thing behind any PPC campaign is the choice of keywords. However, finding the right keywords takes a certain skill set and level of expertise. At Cyberglass, our ecommerce specialists understand why keywords such as “womens white nike shoes” will outperform the more expensive and popular “Nike shoes” – and we’ll explain the reasons to our customers. Our specialists will also explain why focusing such ads to towns like Swindon and Ipswich instead of London or Birmingham will generate more sales.
Look, we’re not saying this is rocket science, but there is a reason why top advertising agencies pay experienced copywriters five-figure sums to write just a couple of sentences. There is an art in writing compelling display ads that will persuade potential customers to click them.
As an added bonus, our analytics analysis will also try to determine conversion failures for legitimate clicks. Continuous analysis of failed clicks will eventually result in more efficient PPC campaigns with higher ROI rate.