Should I Invest in PPC ?

A PPC (pay per click) ad campaign is one of the quickest and most affordable forms of online advertising. PPC ad campaigns require effective strategy and planning in order to reach out to the right audience. These include keyword targeting, where you target your ads based on prospective keywords. But marketers often find themselves in a dilemma about when exactly they need to invest in a PPC campaign to promote their products.

Here are a few pointers that might help you get over this dilemma

Budget constraints

The most opportune time to use a PPC ad campaign is when you are running on a limited budget. It is one of the most affordable and reliable forms of advertising. PPC ads are charged based on the number of times your ad has been clicked and PPC gives you the freedom to change the content of your advertisements at will.

Do you have the right keywords

PPC ads are driven by keywords. The popularity of your keywords is also a factor that influences the rate of an advertisement. A lower bid on a highly popular keyword will not get the desired result as your ad does not have enough exposure. If your target keywords are of high quality but not very popular, then it is the right time to plunge into a PPC ad campaign. But you need to strategize and plan your campaign more carefully if your keywords are more popular.

Immediate traffic generati

While techniques like SMO and SEO are excellent to generate healthy traffic to your site, these techniques are time consuming. PPC can act like a make shift SEO for your site in situations where you badly want your products sold or a survey form filled out.

Achieving conversion goals

If you need to meet certain sales goals, PPC is the best method to achieving this. With platforms such as Google Adwords, you can easily monitor your ads, set specific conversion goals and work towards achieving them.

Higher return on investment

PPC ads provide a high return on investment. Pay per click advertisements can be targeted in such a way as to reach only the audience that is interested in your offerings. This means every time your ad is clicked there is a high probability that you will make a sale. And since you pay only when an ad is clicked, the investment at your end will not be unmanageable.

Understanding Pay Per Click

Pay Per Click or PPC is an online advertising model where web users are directed to advertisers’ websites when they click on an advertisement. The advertiser has to pay only when a user clicks on the ad. PPC is one of the most easiest and economical means to drive a target audience to your site with the intention of making a sale.

How does it work?

PPC ads are driven by keywords. The keywords are common phrases that the advertiser thinks the users will type into a search engine while searching a particular product. The process begins with the advertiser creating an ad and submitting relevant keywords to the advertising ‘agency’ such as Google Adwords. Once the ad is submitted and approved, it might be displayed whenever a user types the predetermined keyword on the search engine. A PPC ad is generally placed at the top of the page or on the right side of the page. If the ad is placed on any other website, the placement is subject to the adspace as determined by the web owner.

Benefits of PPC

PPC ads are very popular because of the ease in monitoring offered by this model. The PPC service usually comes with a panel to analyze and gauge the performance of the advertisements. The PPC ads are of benefit to both the advertisers as well as the users. PPC ads help the advertisers get noticed by their target market. PPC provides a greater return on investment than any other type of advertisement as the advertisers get charged only when someone clicks on the ads.

Also, because of the ability to target audiences based on factors such as keywords and geographic location, you can make sure that your ad reaches the right people. The users on the other hand can breathe a sigh of relief by being able to find the right products without having to deal with the frustrating pop-ups and display banners.

PPC rates

PPC services are provided by many companies but the most effective ones are Google Adwords and Microsoft adCenter. The PPC rates may vary significantly based on the service provider and the popularity of the keyword being targeted. The quality of a keyword is one of the major factors that influence the PPC rates. Many PPC service providers allow the advertisers to set a custom bid based on their campaign budget. But they might not be able to reach a large audience for a high quality keyword if they place a low bid.  The investment made to gain a high position is clearly based on the competitive nature of your service or product, with respect to the geo targeted area and the price the competition is willing to pay for specific key words in the PPC model.

The Past and the Future of Online Display Advertising

Display advertising has experienced a popularity surge since their official entry about 18 years ago. The present day display advertising industry is worth over one billion dollars. The notable fact from the growth of the display industry is, that it was achieved in the backdrop of a global economic crisis. The industry grew over 13% in 2011 and it is continuing to remain strong.

The Past

Over the years, the display advertising industry has undergone several key changes. Display ads have come a long way from the good old static images embedded with links. Several intrusive ad formats such as pop-ups have been ruled out collectively by the marketers as well as the users, and many other formats have been standardized for effectiveness. Display ads today act as a valuable tool to deliver brand awareness and generate customer engagement.

As the digital canvas evolves, the display advertising industry is also evolving, adapting and embracing newer technology and providing better means of achieving customer engagement. The web marketers are constantly flooding the World Wide Web with innovative and creative new ad formats. It is probably the right time to look into the crystal ball and have a peak at the future of display advertising.

The Future

The future of display advertising is slowly moving towards integrating social media and display ads, with ‘search’ also in the loop. One of the biggest trends that is making an impact on web marketing is the integration of display ads with other web based marketing strategies. After display ads, social media and SEO are the next big marketing strategy used by most businesses. By integrating display ads with these marketing tools, businesses are trying to achieve better customer engagement.

While integrating the world of display advertising with the social media is easier and less complicated to manage, the challenge is taken to a whole new level when it comes to integrating display ads and search. This is mainly due to the manner in which the online ad space is sold and bought. This has promoted an avenue for a closer targeting of display ads.

The future of display advertising is moving towards integration with search; an in-depth knowledge of how each of them works can make a crucial difference to your web marketing strategy. It is very important to stay in touch with any changes taking place in the display ad industry as about 90% of the result can be derived by simply adopting the miniscule changes taking place in the industry.

An Overview of Display Advertising

Display advertising is one of the most effective ways of grabbing the attention of your customers and prospects through visual content and replacing or accompanying print media with Interactive Advertising. . Display advertisements use Flash, videos, images and other technologies to appear alongside any content published by a website. Display advertisements are also used for their effective customer reach.

Why display advertisement?

With a vast majority of users researching for brands online, display advertising constitutes an important marketing strategy that aims at engaging such users. Display advertisements can be used to accomplish several marketing goals such as creating brand awareness, delivering a message, driving traffic and even directly influencing the sale.

Also, display advertisements provide an opportunity for marketers to measure the return on investment as they can be easily monitored. This makes display advertising a desirable medium compared to the conventional cost per impression based advertisement campaigns.

Cost per click vs. Cost per impression

Cost per click advertisements are the ads that charge the advertiser based on the number of clicks their ads receive. Cost per click ads are used mainly for online marketing.

Cost per impression advertisements charge the advertiser based on the number of impressions the ad receives, i.e. the number of times the ad appears. Advertisers run these ads on conventional mass media.

The advertisement industry is a very competitive place. The traditional cost per impression based ad channels continue to be in vogue even though they do not offer the flexibility offered by cost per click based display ads. Many bigwigs of the consumer industry continue to use the traditional ad mediums. The traditional medium offers better avenues for gaining customer loyalty as opposed to the display ads. But there has been a massive resurgence in display ads in recent times, the reason being they provide opportunities to measure and analyze the costs and returns from the campaign.

Both the forms have some unique benefits – impression based ads help capture customer loyalty while the cost per click based ads help with analysis and planning.

Flexibility

Another important aspect that has popularized display ads is the flexibility that they offer. Display ads can be tweaked based on several parameters so that you get maximum benefit out of them. In this regard, you can create ads to select your target audience by:

Geo Targeting: The option of targeting your audience based on their geographic location.

Keywords: Targeting your audience with keywords suggested by Webmaster and other SEO tools.

Interests: Web browsers store users’ history of activity and this information can be leveraged to create ads targeted at your audience’s interests and likings.

Retargeting: Retargeting is a method where a cookie is placed on the browsers of all your visitors, and ads pertaining to your products and services are shown to them whenever they visit any other website.

Social Media: Many social media sites are now allowing businesses to display ads for site users. The vast user base of such online channels translates into greater visibility and brand awareness for the advertiser.

 

A Look at Some SEO Best Practices

Google has evolved over the years and the same applies to any other search engine. Earlier, a Google search only displayed results that matched with content on sites. Now, many other parameters such as videos, images, social media and networks along with results from Google Maps are also displayed in search results. All these have had a considerable impact on how SEO strategies are devised.

Many businesses are heavily relying on SEO strategies for their sales and marketing campaigns. Google search results can affect the way your customers can find you – here’s a short list of how you can increase your chances of being found on the world wide web.

The world is a social place

Search engines are displaying search results that include cues from various social media sites such as Twitter and Facebook. This makes it necessary to include social media into your SEO campaign. Also make sure that you promote your content and website on your social media pages as frequently as you can. This way your target audience will also keep coming back for more, and your page views will increase,

Optimize for people not search engines robots

There may be a website that has the top most rank on Google but if you plan your SEO strategy thinking only about ranks, you stand to lose sales. Always plan your strategy based on your target audience. People rely on search engines because they need information – so make sure that your site offers adequate information relating to the keywords being searched. Keyword research is one of the most important elements of an effective strategy. But always remember that keywords are not just data, they are questions that need answers.

The wonders of quality content

Google is one of the most advanced search engines and it can easily spot spammy links and websites. Spammy strategies can help you initially but they will definitely not work in the long run. Spammy links may also be removed from the search indexes altogether. It is necessary to make sure that your website contains original, relevant and high-quality content that is attractive to visitors yet search engine friendly. Make use of SEO strategies such as guest blogging to get quality content that can boost your SEO ranking considerably.

Snippets

All the major search engines including Google, Yahoo and Bing have developed a website named Schema.org that gives a short description about your site to the search engines. This data helps the search engines index your site for different search queries. Using good snippets, you can guide the search engines to feature correct information about your site while displaying it in the search query. As a result there is a good chance that your click rate may increase because users get more information about your links when clicking it.

 

 

Is Your Website SEO Friendly?

Writing content for SEO is an art and a science.  Content writing for SEO requires a perfect blend of keywords mixed in an attractive and informative format.  It also calls for special understanding on the workings of search engines.

SEO friendly content is not meant only for search engines.

You must always remember while writing content for SEO that your primary targets are people. Always choose content that is engaging, relevant and helps your readers rather than content that is extremely good for SEO, but useless for anybody who reads it. The main aim of search engines is to provide quality content relevant to the keywords in a search query. If you take care of these things, you can successfully create a webpage that is optimized as well as informative. Always remember that well written content is always good for SEO but good SEO content need not be well written.

Here’s what you can do to make your site SEO friendly and useful

Avoid spam

You may use deceiving tactics and fool a search engine with irrelevant content that is rich in the right keywords. This is a short-term strategy and a black hat (unethical) SEO technique that can lead to your site eventually being banned by the likes of Google. On the other hand writing quality content that is attractive, relevant and rich in keywords can increase your site’s popularity while optimizing it for search engines.

Summarize at the beginning

This can help in two ways. Firstly it can help your visitors determine if your content is relevant. Secondly summarizing your content at the beginning increases the density of keywords right at the beginning, which is good for SEO. Also if your content is lengthy it can guide your visitors in a proper manner.

Links and lists

Lists help search engines read your content better and more easily. Lists also add a proper structure to your article in such a way that it pleases the eye.

Including links as a part of your content can be useful for both readers as well as search engines. It is always a good strategy to embed links pertaining to keywords included in your content rather than a vague call to action such as “click here” This does precious little for your SEO efforts, and many visitors may simply ignore it resulting in an increase in your bounce rate.

 

What is Good SEO and Why is it Important

SEO or Search Engine Optimization is a method used for analyzing websites and pages for discovery and indexing by search engines. SEO can help search engines easily read and index your site using crawling software.

Advertising is essential for business but so is SEO. Advertising can create brand awareness among people and increase your market presence, but there is a good chance that some of your advertisements may go unnoticed or may not reach some potential customers. That is not the case with SEO. With proper SEO techniques you can make sure that your website appears on top of the search results every time a potential customer conducts a search for anything related to your niche.

How do search engines work?

Search engines index and rank webpages with the help of software known as spiders, robots and crawlers. The software scans each webpage from time to time and downloads a copy to the search engine database. The exact method in which the search engines rank and index webpages is a closely guarded secret by the search engine. The algorithms are continuously changed, making them almost impossible to predict. They however reveal certain information in the form of algorithms and analysis of keywords, which can help you optimize your sites.

Using the information provided by search engines, you can analyze and decide different methods that can improve a site’s search engine ranking. Some of these changes may include making certain subtle changes to the content in your website and others may depend on modifying some coding elements.

What to avoid while optimizing your site

SEO can greatly increase your inbound site traffic. The higher the number of different keywords in your content, the greater the chance of getting ranked in search results. That does not mean you should fill your site with irrelevant keywords. This method may definitely increase the traffic to your site but it serves no purpose, as most of the traffic that comes to your site may not be interested in your content as well as your products. Spamming and other malicious methods drive traffic to your site might see your site being removed from the search indexes.

SEO is a very important tool that can help you increase your web traffic and benefit from potential customers. A website without good SEO would be like a shop without a signboard. A good SEO strategy on the other hand can make your website stand out from the crowd.

 

An Overview of Display Advertising

Display advertising is one of the most effective ways of grabbing the attention of your customers and prospects through visual content, replacing or accompanying print media with Interactive Advertising. . Display advertisements use Flash, videos, images and other technologies to appear alongside any content published by a website. Display advertisements are also used for their effective customer reach.

Why display advertisement?

 With a vast majority of users researching for brands online, display advertising constitutes an important marketing strategy that aims at engaging such users. Display advertisements can be used to accomplish several marketing goals such as creating brand awareness, delivering a message, driving traffic and even directly influencing the sale.

Also, display advertisements provide an opportunity for marketers to measure the return on investment as they can be easily monitored. This makes display advertising a desirable medium compared to the conventional cost per impression based advertisement campaigns.

Cost per click vs. Cost per impression

 Cost per click advertisements are the ads that charge the advertiser based on the number of clicks their ads receive. Cost per click ads are used mainly for online marketing.

Cost per impression advertisements charge the advertiser based on the number of impressions the ad receives, i.e. the number of times the ad appears. Advertisers run these ads on conventional mass media.

The advertisement industry is a very competitive place. The traditional cost per impression based ad channels continue to be in vogue even though they do not offer the flexibility offered by cost per click based display ads. Many bigwigs of the consumer industry continue to use the traditional ad mediums. The traditional medium offers better avenues for gaining customer loyalty as opposed to the display ads. But there has been a massive resurgence in display ads in recent times, the reason being they provide opportunities to measure and analyze the costs and returns from the campaign.

Both the forms have some unique benefits – impression based ads help capture customer loyalty while the cost per click based ads help with analysis and planning.

Flexibility

 Another important aspect that has popularized display ads is the flexibility that they offer. Display ads can be tweaked based on several parameters so that you get maximum benefit out of them. In this regard, you can create ads to select your target audience by:

Geo Targeting: The option of targeting your audience based on their geographic location.

Keywords: Targeting your audience with keywords suggested by Webmaster and other SEO tools.

Interests: Web browsers store users’ history of activity and this information can be leveraged to create ads targeted at your audience’s interests and likings.

Retargeting: Retargeting is a method where a cookie is placed on the browsers of all your visitors, and ads pertaining to your products and services are shown to them whenever they visit any other website.

Social Media: Many social media sites are now allowing businesses to display ads for site users. The vast user base of such online channels translates into greater visibility and brand awareness for the advertiser.