The pay per click model of digital marketing is the most common and evidently effective tool the World Wide Web has to offer to advertisers who are struggling to get online traffic to their websites and in turn generate more revenue by converting successfully turning a visitor to your website into a customer. To best take advantage of the opportunities this concept brings to your business, you need to understand and appreciate the changing dynamics of online search, and then adapt your strategies to best achieve the bottom line.
What is PPC?
Pay Per Click is one of the many marketing and advertising tools offered by major search engines like Google, Bing and Yahoo that are available to businesses to further their cause of growth and livelihood. The idea is simple, every time the search engine processes a query, based on the keywords or key phrases, the user is provided with a list of sponsored ads or links alongside the organic results. If you are part of the search engine’s PPC services, a link to your website is displayed among the sponsored links. Every time a user clicks on the displayed link, they pay the search engine a predetermined amount. Therefore, you only pay if the search engine succeeds in sending a user to your website.
Why PCP?
In a nutshell, if you have determined the cost of attracting a user to your website and can calculate to some extent the conversion rate and thus the revenue generated, then you can easily estimate how valuable each visitor to your site is. Web. Assuming you’ve taken care of all the other virtual triggers, all you need to do is make sure traffic to your portal is high. Entering into a contract with popular search engines to display a sponsored link to your website right next to the organic results increases the chances of more visits to your website.
How to determine keywords or phrases?
This is where web or digital marketing companies, like internet moguls, come into the picture. Taking a cue from the hospitality industry that thrives on advertising and reputation, hotels’ core competency lies in services of the most luxurious kinds and comfort for their guests rather than allowing themselves to master the intricacies of hotel optimization. search engines or social media optimization. In order to invade the web space and conquer the market, companies like luxury hotels can avail the services of consultants from web marketing companies to identify keywords through systematic and foolproof methods. As web marketing companies have a deep understanding of the tools that lay bare the intricacies of search engines and their operational techniques, the pay per click model can pay big dividends if you use the services of a web marketing company.
Is it really that simple?
Yes. and No. While it’s easy to take advantage of PPC services from search engines like Google, Yahoo, and Microsoft, it should be noted that you can pay a high price for choosing the wrong keywords or paying for clicks that have little chance of landing. become a business opportunity. . Also, PPC should not be your digital marketing strategy, but only a subset of it. It is important to have all the relevant web marketing tools and models in place, including an interactive yet easy to navigate website, participation in content management portals that aggregate and publish content related to your business, provisions to maintain and enhance your online reputation , among others. life activities online. It should be noted that PPC pays only if you have done the legwork and that work is best left to the experts.
