Ad clicks, otherwise known as pay-per-click (PPC) is a form of online advertising used on websites and search engines, in which advertisers pay a fixed fee each time the advertisement is clicked on by the user.
The concept of pay-per-click is reasonably straight forward; it’s an online form of advertising that allows companies to draw attention to their websites in order to differentiate them from the competition. Advertisers are charged a small fee, usually 0.01p or 1p, for every click that a user makes on their advertisement, regardless of the result of that click. This means advertisers will pay for clicks regardless of whether the user purchases a product or visits the advertiser’s website.
The main objective of pay-per-click marketing is to encourage customers to visit the advertiser’s website, and more accurately, the specific page or section of the website that the advertisement was placed on. The goal of this is to convert a click into a sale, and for companies who use pay-per-click, their success is measured by the number of visitors that actually make a purchase.
The main difference between pay-per-click and other forms of online advertising is that it is performance based and so the better the result of each click, the higher the rate charged per click and in turn the higher the return on investment.
To begin with, advertisers need to choose the advertising platform or search engine they wish to use. Each platform has different rules and regulations around ad placement, so advertisers need to become familiar with the platform’s guidelines prior to selecting the appropriate target audience.
Once the platform has been chosen, advertisers should select the keywords which will be targeted. This step is key as it is from that keyword that the search engine will match the advertisements to the relevancy of the term.
This is where inflation of click costs can be managed as any keyword chosen must be relevant to the advertisement and its landing page.
Once the keyword research has been undertaken, the next step is to select the ad formats. The format of the advertisement has a huge impact on the effectiveness of its message and so the decision should be carefully considered. Generally the more eye catching and informative the ad is the more clicks it will attract.
In addition to creating an effective ad, it is also very important to ensure that the landing page of the advertisement is user friendly. The landing page is the page that the user is taken to once they have clicked on the advertisement and should include relevant information and clear navigation. If a user arrives to a landing page and cannot find what they are looking for, they are likely to leave the page and the advertiser will have wasted their money on a click.
Once the keyword research, ad formats and landing page are in place, the campaign can be set up. This is where the advertiser will select the budget and determine the rate they are willing to pay for each click. This can be done either on a daily budget or an overall budget for the duration of the campaign.
Once the budget has been set, the advertisement will be visible to potential customers who are searching for the keywords that were selected. The advertiser can then monitor the success of the campaign by using spy tools and metrics to track the clicks and overall cost per click. This data can be used to optimise the campaign, allowing the advertiser to change the budget and target audience if and when needed.
Finally, measuring the success of the campaign is key to ensuring it is running effectively. Tools such as Google Analytics and Search Console are able to provide ad clicks and traffic data, which can be used to measure the success or failure of the campaign.
In addition, it is also important to monitor other metrics such as the cost per click, click through rate and conversion rate, so that it is possible to adjust the advertisement or budget accordingly.
Pay-per-click can be an effective way to draw attention to an advertisement and encourage customers to visit the website. However, in order for it to be successful, advertisers should become familiar with the advertising platform and carry out keyword and ad format research, as well as monitoring the campaign to ensure it is running optimally.
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Once the keyword research has been undertaken, the next step is to select the ad formats. The format of the advertisement has a huge impact on the effectiveness of its message and so the decision should be carefully considered. Generally the more eye catching and informative the ad is the more clicks it will attract.
In addition to creating an effective ad, it is also very important to ensure that the landing page of the advertisement is user friendly. The landing page is the page that the user is taken to once they have clicked on the advertisement and should include relevant information and clear navigation. If a user arrives to a landing page and cannot find what they are looking for, they are likely to leave the page and the advertiser will have wasted their money on a click.
Once the keyword research, ad formats and landing page are in place, the campaign can be set up. This is where the advertiser will select the budget and determine the rate they are willing to pay for each click. This can be done either on a daily budget or an overall budget for the duration of the campaign.
Once the budget has been set, the advertisement will be visible to potential customers who are searching for the keywords that were selected. The advertiser can then monitor the success of the campaign by using spy tools and metrics to track the clicks and overall cost per click. This data can be used to optimise the campaign, allowing the advertiser to change the budget and target audience if and when needed.
Finally, measuring the success of the campaign is key to ensuring it is running effectively. Tools such as Google Analytics and Search Console are able to provide ad clicks and traffic data, which can be used to measure the success or failure of the campaign.
In addition, it is also important to monitor other metrics such as the cost per click, click through rate and conversion rate, so that it is possible to adjust the advertisement or budget accordingly.
Pay-per-click can be an effective way to draw attention to an advertisement and encourage customers to visit the website. However, in order for it to be successful, advertisers should become familiar with the advertising platform and carry out keyword and ad format research, as well as monitoring the campaign to ensure it is running optimally.