A proven and effective advertising tool
Pay per click (PPC) is a proven and effective advertising tool. With PPC, you can buy visitors to your website with the advantage that visitors are also interested in your services.
This is done by search engines, such as Google, showing your ad when a customer enters the keywords that match what you have to offer. These text ads are called Sponsored Links.
Working with PPC lies in optimizing advertising and thereby providing relevant and cost-effective side visits. However, launching the advertising campaign is only half the job; it is equally important to regularly analyze and change the links according to the results achieved.
The search engines use different systems to handle PPC ads. Google uses Google Ads and competitors like Yahoo! benefits from Microsoft adCenter. However, their design is similar.
The system works as such that you create a selling ad, complete with headline and text. Then you decide how much each click - or visit - may cost. If the cost is high, placement on Google will also be high. This is one of two factors that determine how optimal placement the ad gets - the other is "Quality Score".
Quality Score is based on how relevant the ad and its keywords are in relation to the person googling. If Google considers your ad to be appropriate, it will be more visible to the customer, making it extremely important that keywords be optimized. A well-optimized ad will have a higher Quality Score and thus be higher up in the search engines.
The PPC cost and Quality Score together determine the placement. Therefore, if the Quality Score is high, the PPC cost may be lower. For example, a company with a very high Quality Score can pay SEK 5 while a competitor pays SEK 50 for the same investment.
Getting a visit to the site is obviously important, but just as important is that the visitor stays. And you can influence that with a landing page. With all these tools, sales can be both optimized and strengthened.
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