Pay per click is an online advertising method used to boost traffic to your website. A Pay Per Click campaign can be setup by purchasing keywords from one of the pay-per-click search engines or directories. With search engines, advertisers typically bid on keyword phrases relevant to their website. The campaign can also be placed on other relevant websites where the webmasters charge a fixed rate per clicks rather than letting the advertisers bid for their keywords.

PPC ad campaigns have been used for many years and they prove to be extremely useful. If you monitor the campaign regularly, you’ll be able to improve the performance of your PPC ads.

Choose keywords and phrases appropriate to your product or service

A keyword is a word or phrase that consumers would use to locate information about the products or services when they search on the internet .You should select more descriptive phrases for your products or services so that your ads will appear to those who are important to you – prospective customers searching for what you have to offer.

Keyword Variations Will Get You More Prospects

Not every person will enter the same keyword spelling to search for your type of product or service. You can boost your chances of getting more prospects by including spelling variations and plural forms in your keyword while creating your PPC ads. By specifying keyword matching options that will trigger your ads, you can widen or narrow your focus on prospective customers.

Broad match

With broad match keyword options, search engine will automatically run your ads on relevant variations that include synonyms, singular/plural forms of your keywords, even if these terms aren’t in your keyword lists.

Phrase match

You should not forget to include a complete phrase match for your keyword phrase so that any user who types in the phrase will get to view your ads through search engine sponsored results.

Exact match

Exact match of your keyword phrase is what you will mainly target to grab users who know exactly what kind of product or service they want.

Negative Keywords

Negative keywords also called as excluded keywords can be included in your ad campaign to avoid unqualified traffic that increases your overhead costs. An effective PPC campaign drives qualified traffic to your website for the purpose of increased visibility and increased sales.

Increase the impression rate by showing Ads more often

Your daily budget decides how frequently your ad is shown to the internet users for your keywords. To increase the number of times your ad is shown on a day, set your daily budget high enough so that the ads won’t turn off during the day.

PPC Ad Content

Your PPC ad content will first be showed to the visitors who will then decide whether or not to click on the ad. So, you should focus on creating PPC ad content that is compelling enough for the users.

• Your ad title should be your targeted keyword.

• Follow a clear style.

• Test multiple ads per ad group.

• Identify the unique aspects of your product or service and convert it into a unique selling point for your website.

Landing Pages

Landing pages are displayed when internet users click on your PPC ads. You have to link to appropriate and informative web pages because users click on your ad when they are interested in what you offer. Make it easy for them to find out more by sending them to a relevant landing page.

After establishing a successful PPC campaign, you should review your campaign from time to time and make necessary changes. Monitoring tools help you to track how your ad campaigns are performing. Conversion rate which specifies the number of ad clicks that are required to convert into purchase determines the success of your ad campaigns. By monitoring page views and leads, you can optimize your PPC campaign and get the most out of it.

By trying to incorporate your knowledge and experience while creating PPC campaigns, you can achieve the results you want to see.

SEO- Is it a Rocket Science?

Business owners are breaking their heads to decide on the role of SEO in their marketing initiatives to cope up with growing global competitions. Some of the questions are:

• Why do I need to add additional item in the marketing budget?

• Do I need to strengthen existing marketing team which is already trying to dominate?

• How important is Google search or Yahoo search?

Simple answer: Customer base that relies on the internet is growing day by day. A decade ago, people laughed while hearing the idea of selling cars online. Now, before spending on a car, a major portion of auto buyers are doing research on makes and models of the car and they want to know whether the car dealers are reliable. So it has become unavoidable to study on the impact of online presence of auto manufacturers as well as their dealers.

Branding, improving reliability, reputation management, generating leads for current and future business, converting the leads to sales and getting customer feedback for improvements are the key areas where SEO can help.

No business is ready to take any chance to miss any sales in the roller coaster economy.

What is SEO and Who Can Do The Job?

In simple terms, SEO is a set of guidelines that designers and content writers need to follow while uploading any content on the web site. If similar businesses are operating in the same location, every business will try to differentiate itself by offering specials to encourage customers to visit their business. In the same way, effective SEO is required to attract customers to visit the website. If brand value is already established over a period of time, there is no need to worry about loyal customers who love the brand. To improve business and to bring new customers, SEO is required.

Customer behavior will be different when they find the business in the first few places of Google or Yahoo or Bing search and the business that they find in the 2nd or 3rd page.

Then next question that automatically arises is: How to get the first place in Google Search?

In order to stay ahead in the competition and to display the website in the first page of search engine results, we need to understand the algorithm used by popular search engines like Google and Bing.

SEO must be applied starting from domain name selection, location of hosting, content, technology, maintenance and promotion of the website.

Growing popularity of Social media plays a vital role in current SEO operations. Old saying of “No news is good news” will not work anymore. We need to step in the viral world to spread positive messages about the company and product and this social marketing must be started as soon as possible. Age of news, domain, posting etc., all influence the SERP results.

Before getting into the floor of car dealership, a major percentage of potential buyers are researching the cars on the internet which motivated the car companies to concentrate more on achieving internet popularity. For such businesses that care more on the internet visibility, websites are not their private property anymore. Before doing any update, technology migration, content changes etc. search engine rules must be given importance right from their design stage. The website SEO techniques must reflect the changes in the algorithm of major search engines.

In a nutshell, SEO is a set of guidelines in practice that must be followed to get the website indexed and approved by different search engines.

-Krish Govindaraj

SEO/SEM Manager – EGrove Systems Corp

Krish Govindaraj is an experienced SEO/SEM Consultant. If you have any questions, you may reach him at gmk1567@gmail.com.

Keyword Analysis is the beginning stage and cornerstone of Search Engine Optimization, Search Engine Marketing and Pay-Per-Click (PPC) Management.
Keyword analysis supports to improve the conversions, find new marketing strategies and optimize the sites, but it requires time-consuming examination and decision making. Keyword analysis plays vital role in SEO and PPC. Some of the keyword analysis tools are available, but manual keyword analysis is most important and much more effective.
In PPC if we do a single mistake in keyword placing means it will gets more loss of money, then why we go for PPC?
We need more traffic and goal conversions for our business site. PPC gives to popularize our site for whatever keyword we targeted,

• Customer interactions is the first and foremost things in PPC
• We wish to talk people those who are interested our products and services then only we promote our business.
• If our site doesn’t show in the targeted keyword mean then how we can improve our business.
• Online search behavior is very different from inter-personal communications. People use different, much more concise terminology in search engines than they do in conversation.

Keyword Research covers Area:
Areas arise partly due to the sheer number of terms turned up by good keyword research. There are also usually a few unanticipated keywords that turn into real gems. These typically occur because they receive significant traffic and there is little competition. The result is that keyword research increases the return on your web marketing investment.
Keyword analysis saves money in PPC
Good keyword analysis doesn’t just consist of a list of words. It also gives more traffic and competitive estimate in PPC. You can focus time and money on SEO for the keywords that have enough traffic and only a few competing sites rather than trying for top ranking among 200,000 other sites competing on the same phrase.
The necessary of keyword analysis
Internet marketing and search engine optimization of web site need for important keywords.

• Optimize budget:Distribute more money to successful keywords and eliminate wasteful spending on those that aren’t producing well traffic.

• Improve ConversionsIdentifying and focusing on well-converting keywords is good for conversion rate optimization and Return on Investment (ROI)

• Eye Trends: Knowledge of keyword search frequency provides insight into market behavior which you can apply to multiple aspects of your business

• Prioritize Your Schedule:Keyword performance guides campaign importance–spend your time optimizing areas that have the biggest impact on your bottom line

• Find New Markets:Keywords used to expand your long tail efforts and discover more specific keyword queries and corresponding warm leads.The following are some of our recommendations or steps required to improve PPC Management.

• Finding the Right Keywords
  Search engine optimization consultant should help you target the right keywords. Through experience you may see some of the keyword services can lack accuracy. Good keyword selection goes deeper than this because you must still filter out those ads that don’t bring real paying customers. And it will avoid the negative keywords.

Advantages of PPC:

We can get more real user traffic to our website and with quick period of time.

We can get popularize our website for targeted keywords among targeted audience.

Pay only when the links are clicked