The Search Engine Market- PPC Management
The search engine market is the vast network of online market that intends to attract more and more traffic to particular webpages whereby their products and services would be available at a price. The aim of the service providers is to attract more and more customers either by directly improving and growing their service network or indirectly by publishing advertisements. These advertisements will hold a link that directly lands a user to the particular service provider.
These advertisements are referred to as PPC or pay-per clicks. While organic or direct method for business growth can be used but it is really slow and would require much time for maturation, thus, use of PPC is very common now-a-days.
Understanding PPC
PPC or pay-per-click is a mode of directing online traffic to a particular website which is relevant to the keyword that the user uses for a query. It is actually a kind of paid advertisement that an advertiser uses to purchase same valuable space o showcase his/her business links on a search engine. Google, Bing and Yahoo are some of the famous search engines that practice PPC for paid advertisement on their respective search engines. The search engines get paid for each click that the advertisement gets. But, obviously there may be several competitors in the market ready for this valuable advertisement, so, it is very necessary that these competitors are ranked. Search engines adopt a number of factors, the combination of which defines the basis for ranking for the various competitors. These competitors generally place a bid or the keywords that they find valuable and relevant to their business.
Thus, in this way an advertisement for a particular advertiser would be published if the particular keyword chosen is selected and wins the auction.
PPC Ranking
PPC ranking is decided on the basis of a score generated by product of two factors. The two factors are –
1. CPC bid
2.Quality score
CPC bid — It is the highest amount that an advertiser is ready to spend for the keywords of choice. It stands for cost per click. The CPC bid matters a lot and must be well studied before a bid is placed.
Care must be taken to place a bid on relevant keywords as it would ensure an appreciable amount of profit being gained.
Quality score — It involves the factors that are much dependent on the quality of the keywords and loading pages must be related for a better quality score. Moreover, the layout of the loading page would also add up to quality score. While these are some of the factors but a complete knowledge can be gained only by practice and proper analyzation.
How can one ensure better ranking with less cost involved?
As the ranking is dependent upon the product of two factors, viz. CPC bid and Quality score, if one is to keep the cost low then obviously the Quality score must be raised. In doing so one would come across various quality measures which can be adopted by proper learning and practicing. Some of the important measures include –
· Keyword relevance–A good relevance of the keyword to the actual content of the loading page is very much important.
· Loading page quality–Apart from relevance the quality of the loading page too adds up to the quality score. This would include the layout, designing, special effects, etc.
· Other factors–It includes time to time checking and improving the site content as well as bid for keywords by properly analyzing the current needs.
Managing PPC Campaigns
PPC campaigns involve practices that one adopts to ensure higher traffic rates for higher profits. Management of PPC campaigns is very much essential as a higher online traffic would be attracted to a particular advertisement. The PPC campaigns can be managed as follows –
Adding PPC keywords–proper use of keywords and proper bidding on these keywords is very much required to get a higher score, and thus to win an auction. Proper use of keywords can be done by using keywords that are –
1. Relevant: relevant to the content of page
2. Exhaustive: cover almost entire content. Long-tail keywords can be used
3. Expansive: the keywords must be directed to an expanded search view
Review costly PPC keywords–As already mentioned, constant and proper analysis of the keywords in use must be done and alternatives must always be sorted in order to reduce cost.
Refine loading pages–The loading pages must be updated regularly and the amount must be checked thoroughly for any improvements. The designing and special effects must be kept but overuse must be prohibited.
PPC Toward a Better Future
Proper learning and practice of keywords and thorough knowledge of PPC biding once acquired will help build up smart relations and techniques for better results. The growth of a business can, thus, be increased manifolds with more and more traffic being added to the webpage. Thus, better profit can be realized. Moreover, a better and a professional content is available which attracts even more customers and a trust relation is build up which lasts very long.
Better quality score may even ensure discount bid rates from search engines. Happy customers help in building up a good customer review rating for the website and helps the business to grow further.
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