Want to drive more traffic to your website? Cost-per-click advertising can help you do just that. This is called paid search or sponsored links. This form of pay-per-click advertising is the most widespread.
Pay Per Click
First, a little history of web advertising. It was in 1999 that Google started advertising in its search engine. A year later, the group launched its Google Adwords system. Cost-per-click (CPC) advertising won’t be introduced until 2002. Previously, advertisers had to pay at cost-per-thousand impressions (CPM).
But what exactly is pay-per-click payment? Well, this is the amount paid by an advertiser to a search engine (or a website) for each “click” by an Internet user from an advertisement link to the advertiser’s site. An advertiser buys advertising space from a host (websites or search engines) to promote his site and hope to convert prospects . You can contact PPC Management Services Agency.
Advertisers generally bid on targeted keywords in their domain. This is why it is very important to choose your keywords well. The 3 main providers are Google Adwords, Yahoo! Search Marketing and Microsoft adCenter. All 3 are auction based. For content sites, on the other hand, the cost per click is generally fixed.
Click advertising takes the form of sponsored links on search engines, but it can also be a link in a text, in an image, in a video, etc. The cost of an advertisement will vary depending on the search engine, of course, but also the choice of the keyword. The more popular and widespread it will be, the more it will cost. Then, it will depend on the number of clicks of Internet users on the advertisement.
The benefits of a pay-per-click advertising campaign
If your keyword is well targeted, your advertisement will be positioned at the very top of the first page , in search engines. This has the advantage of driving more traffic to your site. To select relevant keywords, you can use Google Adwords. This system will help you choose and give you the auction price. Another advantage is that you only pay if a user clicks on the advertising link.
Moreover, cookies are used to avoid counting a visitor who clicks several times in a short time. And to limit the cost of your advertising campaign, you can decide on a maximum amount per day. When this amount is reached, your ad disappears and can no longer be clicked.
Pay-per-click advertising also allows you to better target people who are really interested in your product. Once on your site, you will be able to better convert them or retain them (with a subscription to a newsletter, for example). You will be able to take stock regularly, thanks to the statistical tools, in particular with Google Analytics.
If you sell products, you will be able to know the return on investment (ROI) of your advertising campaign. You will also know the click rate, that is to say the number of Internet users who have clicked on an advertising link, compared to the number of times your ad has been displayed.
Finally, some advertisers prefer double-click payment. This conditions a click on the sponsored link then a second click on the advertiser’s site. This proves that the Internet user is not just passing through and is interested in your product or your landing page. But double-click rates are more expensive.
To get an idea of the cost-per-click payment, know that on Google Adwords , it will cost you approximately between 1 and 100 euros per click (depending on the keyword chosen). You can also bid. Some agencies specializing in paid referencing can offer you offers between 50 cents and 2 euros per click.
Pay-Per-Click Advertising Isn’t For Everyone
Today, a major competitor is facing Google: Facebook Ads . Facebook advertising is the best paid acquisition channel today. It is cheaper, more efficient and therefore more profitable. If your activity is very visual (photographer, e-commerce in fashion, music, etc.) or informative (video training, blog article, media, etc.), it is better for you to switch to Facebook Ads rather than Adwords in cost per click. Conversely, if your activity is more like what a plumber or a locksmith would do, it will be difficult to go through Facebook Ads.