If you run a website for your business you will know that it’s a great way to bring in customers. And if you’re selling products or services through the website, you might be concerned with increasing the number of visitors and the conversion rate of those visitors into sales. To improve your conversion rate you’ll need to look at making your website content attractive to visitors and check that your pricing is competitive. The main way to increase the number of visitors is to increase its visibility, and the best way to do that is to advertise.
As most new visitors to a site find it through a search engine, you might want to consider advertising your site that way. Pay per click search engine advertising is a great way of doing just that. You do it by selecting which search keywords you want, and then bidding on the chance to advertise with them. Then you create an ad using those keywords. Once you do, every time a user clicks on your ad you pay a pre-determined amount to the search engine. The amount you pay will be set in an auction for the keywords, so the popular keywords will have more competition and cost more to advertise with.
Don’t worry if you can’t afford the most popular keywords-not many people can unless they’re part of a major corporation. The good news is that it’s possible to bid on words that are popular in searches, but not with advertisers. This can be a tricky area and you may want to hire an expert to help you select the ideal words.
Once you have decided on your keywords and started running the campaign, you will need to monitor the progress through the search engines and your website. Hopefully, traffic to your website will increase and so will your sales, but you’ll need to be aware that some search terms may be more successful than others. If you analyze your results on a regular basis you can then adjust your campaign accordingly to maximize the benefits.
Once thing to watch for is click fraud, where a person or a computer program clicks the ad onto your website without having any interest in it. There are automated systems in place on all the search engines to try and catch this, but it can still slip through the net. If left unchecked, it can run down your advertising budget, and the only beneficiaries are the search engine and your rivals. In many areas click fraud is classified as a felony crime and several people have been arrested for it.
If you are thinking of running a PPC campaign, you might want to enlist the help of a PPC campaign management specialist. They would be able to advise you on which search engines to use and what keywords would have the most potential benefit for your budget. A good PPC agency will also provide a host of additional services and effectively run your campaign for you while you concentrate on more important matters.