Is pay per click marketing effective in 2017?

Is Pay Per Click Marketing Still Effective?

How Does PPC Work?

PPC or Pay Per Click Marketing is not free; it indicates cost per click which is a method of charging for advertising on the Internet. According to the Oxford Dictionary, PPC is “a business model whereby a company that has placed an advertisement on a website pays a sum of money to the host website when a user clicks on the advertisement.”  The question now…Is PPC still effective? Traditionally, you need to pay a lot for advertisement.  However, with the trend of digital marketing, you can get it free by using SEO (Search Engine Optimization) or what we call whitehat search engine marketing.  PPC (Pay-Per Click) Marketing and SEO (Search Engine Optimization) are part of SEM (Search Engine Marketing) which are used by most Internet marketing campaigns.

To answer our question whether PPC (Pay-Per Click) Marketing is still effective, we must first see its advantages and disadvantages.


Advantages of PPC (Pay-Per Click) Marketing


  • Speed and reach

After setting up a PPC campaign, you can have immediate ads on top of the Google search results.  Instantly, traffic for your webpage will start pouring in and your ads exhibited for millions of viewers.  PPC works well with your product promotions, related online business campaigns, joint venture projects and more.

  • Widespread Control

Once your visitor clicks your ads, you will see which keywords generated clicks for your ad and the destination web-page that traffic is sent to instantly. This helps you gain full control of your ad copy.  It can also help you to narrow down your prospects that leads to the conversions that your business needs and gaining access to your web-pages.  Another avenue for targeting is Social media ads where you can easily know your audience’s preferences, know their age and income bracket, level of education and their status which enables you to control your ad copy efficiently.

  • No worries for updating and promoting of time-sensitive offer

Your paid search ads stay stable even when the web-page refreshes or is updated.   The process of updating does not affect your paid search ads even when your promotions end in days.  Your product gets an immediate attention.

  • More brand exposure

Even in organic results and the paid results, your PPC (Pay-Per Click)ads cover more space in search results. The relevance of your brand stays in the search engine if you have to engage in PPC.  Your brand gets a prominent position.

  • Even without display, PPC can be effective.

You can have an effective PPC advertising campaign even without display, as long as you have a product or service that people are searching.  Many PPC advertisers run efficient campaigns in search only.  That is where PPC is more effective.

  • More exposure of your business

You can choose where you want your business to be known, be it locally or internationally, depending on your target audience.  With PPC, that is an advantage for you have the ability to control where you want to expose your ad.

Disadvantages of PPC (Pay-Per Click) Marketing


  • PPC Advertising can become really expensive

If PPC advertising not handled well, the tendency is for those budgets to get out of hand.  Many advertising keywords are not relevant or not profitable to the advertisers, forgetting that every click cost or they have to pay for every click even when the clickers do not buy.  That is why you have to be prudent in your bidding and be knowledgeable of the bidding process.  Your ads must be creative and cost-effective.

  • PPC(Pay-Per Click) Marketing is complex 

Without the knowledge how PPC really works surely your budget will go to waste for PPC is quite complicated.  To ensure your ads stays at the top, you must be on top of the bid, but that would create another complicated issue. You need to consult a PPC marketing expert on this. 

  • Fake clicks

Competitors find ways to get over your brand.  They think of a strategy to increase your cost by bombarding your ads with fake click using different IP addresses.  Click fraud costs a lot.

  • People might get a negative reactions from your ads

Many individuals are not so interested with advertisement especially if that gets in their way while surfing on the Internet.  People are critical with advertisement that keeps on trying to sell them something.  That makes your brand sound desperate.

  • PPC Advertisement disappears when your campaign ends

When you stop paying, your PPC advertisement stop appearing and when that happens, traffic and sales will surely stop too.  You will need to prevent this by effective organic SEO.

  • PPC(Pay-Per Click) Marketing is not a sure way to get sales

You need to accept risk in dealing with PPC because it is not 100% certain that you are able to get your ROI (Return of Investment).  There must be some points to consider to gain with PPC(Pay-Per Click) Marketing.  You must consider your keywords, your product or services, your ad copies, your campaign approach, etc.

  • Wrong PPC(Pay-Per Click) Marketing firms

Many PPC (Pay-Per Click) Marketing firms offer many possibilities but only lead to disappointment.  You need to do research for your prospective firm to do your advertising and avoid firms that will not be able to give good and concrete results.  Rely on a good firm that has years of experience with PPC campaigns.


The best way of deciding  whether PPC(Pay-Per Click) Marketing is effective is having the knowledge of its advantages and disadvantages.  Everything has its purpose and everything if done right falls into place even if it has its disadvantages.  The advantages of PPC(Pay-Per Click) Marketing is challenged by its disadvantages. It is not a question of how effective is PPC(Pay-Per Click) Marketing; it is a matter of how to gain from its advantages by handling well its disadvantages.

The challenge with those who are thinking of using PPC(Pay-Per Click) Marketing is how much should they pay for it.  This campaign tool needs a certain budget but also needs an effective management strategy.  If your aim is your ROI (Return of Investment), surely you can have that if your core methods of handling PPC gets a good result.  The purpose of PPC is not to put your business into a difficult financial situation, but to provide you a dynamic promotion of your business that works well for your target audience!

What are the tips for small businesses starting a PPC campaign for the first time?

Starting A PPC Campaign For Your Small Business

Starting a PPC campaign for the first time

When you have a closer look at the Search Engine Results Page (SERP), some advertisements that appear at the top can never escape your attention.  Sometimes, it can even appear on the right-hand side or some other designated area of the page. Interestingly, these paid advertisements relate to the products or services that you have searched. Unlike traditional advertising when you must pay upfront for publishing ads, these advertisements are different in the way you pay for it. The advertisements are published with the clear understanding that the platform on which it is published receives payment every time someone clicks on it. Hence, the name Pay per Click advertising or PPC as it is widely known to online marketers.

These paid advertisements are big money-spinners for the major search engines that earn huge revenues from it. This form of advertising is especially useful for new businesses that have small budgets and trying to gain a toehold in the intensely competitive world of online marketing. PPC is a great way to drive more traffic to websites and boost the SEO initiatives. However, there is a lot of understanding and knowledge required to implement PPC advertising campaigns effectively, and you can gain a lot by seeking guidance and SEO insights from experts. In this article, you will find useful information that will help you to get started.

Test the PPC waters first

Being safe than sorry is the most preferred approach for startups that want to make use of Pay per Click advertising.  Since the budget is restricting, it is better to try out a small sample campaign that allows you to test the waters. This exercise gives you a feel of the process and provides excellent learning as you face the ground realities that can be quite different from general perceptions. Instead of worrying about clicks and conversions, use this occasion to learn the techniques and acquire the skills of PPC advertising hands on.  It will help to gain confidence to take the next step.

Define the goal of the PPC campaign

First, you must decide what you want to achieve from the campaign, as it becomes the guiding light. Everything that you do must help to realize the goal that you set. Driving traffic to websites is the ultimate goal, but you can use the campaign for fulfilling other goals like creating brand awareness, engagement and lead generation that aids the process of driving more traffic. As the goals are different, each goal has different metrics that you can use to determine the effectiveness of the campaign.  The evaluation would reveal how much you have progressed towards the goal and what areas need improvement.

Choose the PPC ads audience correctly

How well PPC campaigns perform depends on the right selection of the target audience because it points towards them only. You must know precisely, where your audience belongs, what they want and how much you are capable of meeting their expectations.  The audience you select must be entirely relevant to the products or services you offer. Starting with an audience that you are already familiar with is a safe option for planning the initial campaign. It increases the chances of getting a better response that results in better conversion and removes the primary roadblock in brand building.  Good understanding of the demographics is key to a successful Pay per Click campaign.

Perform PPC keyword analysis

Want to start your PPC campaign but do not know which keywords could work well?  Simply learn from what your competitors are doing and analyze the keywords that they are bidding for. You will come to know which keywords are working for them and get some idea about keywords that could be useful for your campaign.  Going through a trial and error process gives you better opportunity to evaluate keyword performance because the chances are that some dark horse can emerge the winner. Keywords that you least expect to do well can turn out to be most effective. It makes sense to target keywords that have low competition but high search volume.

Pay attention to the PPC advertisement language

Advertisements derive its value from the kind of copy you create. Infuse the hallmarks of good copywriting into the ad copy so that it appeals to viewers almost instantly. The copy must be crisp and subtle yet clear in conveying the message emphatically.  It must be relevant, and there must be a wheedling tone to it but keep away from emotions.  The advertisement should have the capability of eliciting a positive response from viewers so that they click on it by viewing the snippets only.

Have a telescopic PPC marketing budget

Although you start the campaign on a small scale, keep provision for scaling it up as it progresses.  Have a budget that allows a gradual increase in spending but before you put in more money, evaluate the previous performance to know how much return on invest was achieved. The ROI is an indicator of whether or not you should scale up operations.  Never think that bigger budget brings more success that depends on how well you can strike a balance between your budget and ROI. Regardless of budget, success comes from creating compelling ad copy and a better understanding of the target audience.

Create impressive first look with optimized landing pages

How buyers feel about your business depends a lot on the first impression you can create when they reach the landing page of your website on clicking the advertisement. The first impression has a huge impact in making or breaking a business. You must pay complete attention in optimizing the landing page so that it gives good value to customers by being entirely relevant to them. The page must be fast loading and reflect your business goals. It must have elements that make the page most appealing to users, and it must have a clear call to action. Above all, it must give the best experience to users.

Most importantly, keep testing (A/B Testing) your campaign at different stages so that you gain valuable insights from it and understand how to improve it.

About the Author: Barrack Diego is an advertising professional who has turned to SEO in the later part of his career. Having gained SEO insights from experts, he uses his advertising experience to set up impressive PPC campaigns.  He is a natural blogger.

What are the most common pay per click mistakes and how to avoid them?

Pay Per Click Mistakes To Avoid

Pay per click, or PPC, is one of the most effective methods of promoting your business online. It is a form of search engine marketing, whereby relevant keywords are selected for bids and Adword fees are paid for the number of times someone clicks on the ad. The concept may sound simple, but it is just as easy to get it wrong if you do not understand it. Like all forms of marketing, mistakes can be expensive. If unsure, you should leave your pay per click campaign to an experienced inbound marketing agency in order to mitigate any losses.

The first basic thing to remember is that you are investing in advertisement to get a profit in return. Marketing of any sort, whether it is social media marketing, content marketing, inbound and outbound marketing, is never meant to be an expense dragging you down. It is a profit earning mechanism. However, if you get it wrong, you will soon be out of business! Avoid the following six common Pay Per Click mistakes that people make and achieve a higher conversion rate.

Mistakes in PPC campaigns to be avoided

PPC campaigns can be very effective in customer acquisition within a short period of time. The effectiveness depends on the budget, efficiency of conversion, relevant keywords being bid and the rate of conversions for chosen keywords/phrases. As you may have guessed, this is highly dependent on the marketer’s skills.

For B2C and B2B businesses, PPC campaigns provide leads that accelerate growth. When targeted well, click throughs can convert into sales. It is also a scalable search engine marketing method that allows for growth with bigger budgets. Businesses can scale the PPC tactics that are effective for a bigger budget. The growth is usually predictable and proportional to the increase in PPC budgets.

What happens when mistakes are made in PPC marketing? Mistakes in PPC campaigns are costly and can eat away fast at the marketing budget. This is how businesses get burned by PPC and vow never to spend money in Adwords again. What are some of the most common pay per click mistakes businesses make?

Placing PPC ads right on the top

Studies show that you get 90% clicks if you are at the top spot. Unfortunately, what studies do not show is the most crucial bit of information. You get high clicks if your ad is on the top, but the conversion rate is extremely poor. The reason behind that is people who are not even mildly interested in your products will click on the ad simply because it shows up for a different keyword search. Ads in very high positions are not targeted to their specific customers! For this very reason, third position is the best. You will pay less for better quality traffic.

A/B test traffic for your PPC ads

While you may see your ad as the best, and the most creative one on earth, it is worthless if it is not generating enough traffic. It might be hard to take, but truth is always bitter. This makes up for the second most common Pay per Click mistake that marketers make. Always measure how much traffic your ads get you, and keep on testing it using different ads like you would in a AB Variance test. Choose the best one and then work on creating an even better one.

Not using negative keywords

Negative keywords can help you save a lot of money in PPC marketing. It can filter out the unwanted traffic for you. After all, why would you pay for the traffic that would not convert? For instance, if you sell self-improvement programs but not for free, then you can place free in the negative keywords.

Not using long tail keywords

Using long tail keywords can optimize your ads and bring in the most relevant traffic to you site. It will reduce your clicks to a minimum which means you will pay significantly less than before whilst achieving higher conversion ratio.

Not keeping an eye on your competitors PPC campaigns

Always watch out for your competition. Keeping an eye on them helps you realize what is lacking in your ads and how can you improve on it. It will also tell you how strong your competition is so that you can devise a way to outperform their PPC campaign.

Not bidding on your brand’s keywords

Branded keywords are cheap. Always bid on your brand’s keywords before others start using them. This will increase site visits and conversion ratio, as people already know of your brand and its reputation.

Not keeping track of your PPC campaign

Setting up tracking is essential to PPC campaigns. It will allow you to see where traffic is coming from-paid social or PPC? It will allow for better use of resources in your digital marketing. To help you keep an eye on your own campaign, the Dimensions and Search Query Reports are also useful. The Dimensions Report identifies the areas where you are spending too much on your PPC campaign and the Search Query identifies wastages in keywords lists and other keyword opportunities.

Bidding on too many keywords

Concentrating on the few and not the many is a mindset to have in PPC campaigns. By analyzing the revenue per click, you will identify the areas where the keywords are under-performing.

Landing page not optimized for conversions

After clicking through the Ad, it is your landing page’s job to capture customer data and get leads to convert. If your landing page is not optimized for conversions (good UX design and call to actions), then the power of your PPC campaign will be diminished.

The question about PPC versus SEO is what is best for your marketing goals

Pay Per Click Versus SEO: What Should You Choose?

SEO or Pay Per Click to develop your online presence

Onе of thе thingѕ that еvеrуоnе trуing tо dеvеlор аn оnlinе рrеѕеnсе wrеѕtlеѕ with аt оnе time оr аnоthеr iѕ thе ԛuеѕtiоn оf using organic ѕеаrсh еnginе орtimizаtiоn оr рау реr сliсk аdvеrtiѕing. Thе fасt iѕ уоu hаvе tо uѕе оnе оr thе оthеr or еvеn a соmbinаtiоn оf bоth оr уоur ѕitе iѕ juѕt аnоthеr grаin оf ѕаnd in thе vаѕt dеѕеrt thаt iѕ thе intеrnеt.

Yоu ѕее, thе gоаl оf аll wеbѕitеѕ bе thеу infоrmаtiоn, ѕеrviсе оr рrоduсt bаѕеd iѕ tо bе fоund аnd rеаd. If уоur ѕitе саn nоt bе fоund thеn it wоn’t bе rеаd, аnd if уоur ѕitе iѕ nоt read thеn уоu will nоt bе аblе tо mаkе ѕо muсh аѕ a реnnу frоm it, еvеn if уоu hаvе ѕреnt hundrеdѕ оf thousands оf dоllаrѕ сrеаting it.

In оrdеr fоr уоur ѕitе tо bе fоund it hаѕ tо bе liѕtеd оn аt lеаѕt оnе аnd рrеfеrаblу as mаnу ѕеаrсh engines аѕ роѕѕiblе. Thе quеѕtiоn оf PPC versus SEO iѕ ѕimрlу whiсh iѕ thе mоѕt еffiсiеnt wау tо rеасh thе gоаl оf rаnking high on thе ѕеаrсh еnginеѕ ѕо thаt уоur ѕitе саn bе fоund!

Thiѕ аrtiсlе will liѕt the рrоѕ аnd соnѕ оf еасh ѕо thаt hореfullу уоu саn hаvе a bеttеr undеrѕtаnding оf hоw ѕеаrсh еnginе орtimizаtiоn соmраrеѕ to рау реr сliсk аdvеrtiѕing, аllоwing уоu tо mаkе аn infоrmеd dесiѕiоn аbоut whаt tо uѕе.


Whаt iѕ the use of Sеаrсh Enginе Optimization?


To ѕtаrt with уоu ѕhоuld hаvе аt lеаѕt a bаѕiс undеrѕtаnding оf whаt ѕеаrсh еnginе орtimizаtiоn iѕ аnd hоw it wоrkѕ.

Whilе thеrе is nоt еnоugh room in thiѕ раgе tо go intо аll оf thе inѕ аnd оutѕ оf thе topic, ѕеаrсh еnginе орtimizаtiоn iѕ a wау tо mаkе uѕе of thе аlgоrithmiс search rеѕultѕ bу uѕing ѕресifiс kеуwоrdѕ аnd/оr рhrаѕеѕ thаt аrе rеlеvаnt tо уоur ѕitе аnd which may аttrасt thе “right” viѕitоrѕ:

What is onsite and offsite SEO for your website


As you can see from the above diagram, there are different ways to approach SEO-from onsite to offsite SEO. The main purpose is to improve your website visibility for targeted visitors to click through to your landing page and make a conversion. The goal of SEO is to ultimately increase your desired conversions.

Thе ѕеаrсh engines еmрlоу thе uѕе оf “wеb сrаwlеrѕ” whоѕе jоb iѕ tо ѕеаrсh оut rеlеvаnt ѕitеѕ to link tо раrtiсulаr kеуwоrdѕ аnd рhrаѕеѕ. Thе mоrе rеlеvаnt tо thе kеуwоrdѕ уоur ѕitе iѕ ѕееn bу thеѕе “сrаwlеrѕ” the highеr уоur раgе rаnking iѕ in thе nаturаl rеѕultѕ аrеа оf thе ѕеаrсh еnginеѕ раgеѕ. Thе gоаl iѕ tо uѕе аll thе tacticw аvаilаblе tо gеt уоur раgе tо thе firѕt раgе for your highly converting keywords.

Sо nоw уоu undеrѕtаnd thе bаrе bоnеѕ оf whаt search еnginе орtimizаtiоn iѕ lеt’ѕ lооk аt thе рrоѕ аnd соnѕ.


Prоѕ оf doing SEO


  • SEO саn bе improved соntinuаllу tо imрrоvе уоur rаnking.
  • SEO iѕ more affordable than paid advertising because уоu can dо it уоurѕеlf.
  • Yоur wеbѕitе’ѕ сrеdibilitу iѕ inсrеаѕеd bесаuѕе it iѕ fоund “nаturаllу” bу thе ѕеаrсh еnginеѕ. Sаvvу consumers knоw уоu did nоt ѕimрlу рау tо gеt a gооd rаnking.
  • Bеttеr rаngе оf ѕеаrсh еnginеѕ саn find аnd rаnk уоur ѕitе, thus improving your visibility across the vast world wide web


Cоnѕ оf doing SEO


  • Yоu nееd tо mаkе сhаngеѕ tо уоur ѕitе оссаѕiоnаllу tо attract and appease the “еуе” оf thе “сrаwlеrѕ.”
  • Sоmеtimеѕ results саn tаkе wееkѕ or еvеn mоnthѕ tо bе ѕееn.
  • Thеrе аrе nо guаrаntееѕ. If уоu dо it wrоng thеn уоu nееd tо gо bасk tо thе drawing bоаrd аnd dо it аgаin until уоu gеt it right.


Why implement Pау Pеr Cliсk?


PPC оr рау реr сliсk iѕ a bit еаѕiеr tо dеfinе аnd uѕе. Bоttоm linе is уоu рау thе ѕеаrсh еnginе fоr thе uѕе оf сеrtаin kеуwоrdѕ оr рhrаѕеѕ аnd thе mоrе уоu рау thе highеr уоur раgе iѕ rаnkеd.You will need a big budget for the most expensive, and competitive keywords (ranked by Cost Per Click CPC).

In оthеr wоrdѕ whеn ѕоmеоnе сliсkѕ оn уоur аd viа the ѕеаrсh еnginеѕ рау реr сliсk аrеа уоu muѕt рау thе ѕеаrсh еnginе. Thiѕ саn асtuаllу gеts very еxреnѕivе and rаnking dереndѕ оn аdvеrtiѕеrs with the deepest pockets for раrtiсulаr kеуwоrds/рhrаѕе.

Here is the process of successful PPC-keywords must be researched, ad copies created and optimized and the results of CTR monitored constantly:

The optimisation of pay per click


Prоѕ оf implementing Pay Pеr Cliсk


  • PPC iѕ fаѕt. Oftеn аѕ ѕооn аѕ уоu fill in thе fоrmѕ аnd ѕubmit уоur аd/ѕitе уоu will bе rаnkеd. Thе lоngеѕt аррrоvаl tаkеѕ iѕ uѕuаllу 24 hоurѕ fоr thе ѕlоwеѕt PPC ѕitеѕ.
  • Yоu саn uѕе juѕt аѕ mаnу kеуwоrdѕ/рhrаѕеѕ аѕ уоu hаvе thе budget fоr.
  • Yоur ѕitе саn be fоund even if thеrе iѕ аbѕоlutеlу nо rеlеvаnt SEO content орtimizаtiоn оn it.
  • Yоu can dеlеtе a рау реr сliсk саmраign whеnеvеr уоu сhооѕе mаking it grеаt fоr seasonal рrоmоtiоnѕ аnd ѕаlеѕ.


Cоnѕ of implementing Pау Pеr Cliсk


  • Yоu hаvе to рау fоr your сliсkѕ, and costs can add up quickly
  • Mаnу реорlе dо nоt еvеn lооk аt thе аdѕ liѕtеd in thе рау реr сliсk аrеа аnd inѕtеаd gо tо thе nаturаl rеѕultѕ.
  • Thе сhоiсе оf ѕеаrсh еnginе орtimizаtiоn оr рау реr сliсk аdvеrtiѕing iѕ uр tо уоu аnd уоur budgеt.
  • Sometimes, it feels hopeless to compete against bigger companies with bigger PPC budgets


Bоttоm linе: buѕinеѕѕеѕ ѕhоuld bаѕе thе PPC versus SEO dесiѕiоn uроn hоw competitive оf аn оnlinе ѕрасе thеу аrе in.

Highlу соmреtitivе оnlinе ѕрасеѕ


Being realistic will help you decide what can be achieved in a highly competitive niche. Businesses shоuld bе aware thаt it will tаkе рrоbаblу 60-90 dауѕ, a high lеvеl оf SEO ѕkill аlоng with thе сrеаtiоn аnd ѕуndiсаtiоn оf a lоt оf еxсеllеnt соntеnt tо gеt rаnkеd. At this early stage, it is rесоmmеndable to ѕtаrt with a PPC саmраign ѕо уоu саn bеgin driving traffic аnd еxреrimеnt with whаt PPC аdѕ аrе working bеѕt.

Lоw соmреtitiоn оnlinе ѕрасеѕ

In lеѕѕ соmреtitivе spaces ѕitеѕ gеt rаnkеd оn thе 1ѕt раgе оf Gооglе in lеѕѕ thаn 10 dауѕ. Again, this depends on the realistic assessment of what level of competition is involved. If уоu’rе in a lеѕѕ соmреtitivе ѕрасе you wоuld ѕtаrt with SEO. Sоmеtimеѕ, these low hanging fruit keywords/long tail keyword phrases can be optimized to reach the tор hаlf оf thе 1ѕt раgе (аbоvе thе fоld) оf Gооglе rеѕultѕ pretty quickly. Once уоu аrе thеrе PPC dоеѕn’t hаvе muсh оf роint dоеѕ it?

Yоur оnlinе marketing budgеt аlѕо hаѕ a lоt tо dо with it. If уоu hаvе a limitеd budgеt tо wоrk with аnd аrе willing tо wаit fоr rеѕultѕ thеn ѕеаrсh еnginе орtimizаtiоn iѕ уоur bеѕt bеt, whilе thоѕе with a dесеnt budgеt whо wаnt tо gеt thingѕ running ԛuiсklу mау bе hаррiеr with рау реr сliсk.

What Pay Per Click marketing tips work?

Pay Per Click Marketing Tips For 2017

Effective Pay Per Click Marketing Tips In 2017

PPC or Pay Per Click marketing is the type of online marketing in which you place ads on websites or search engine itself. For every click generated, you pay a fixed price. These clicks come from users who have searched for a keyword that is relevant to your ad.


What PPC strategies work?


Pay Per Click is an expense unless you are smart enough to gain more money than you spend on the advertisement. That is the whole point of Pay Per marketing methods.  Here are five great ways to enhance your Pay Per Click marketing strategy:


Perform keyword search


Keywords are an essential part of any Pay Per Click marketing campaign. It helps in social media marketing, content marketing, inbound and outbound marketing. Using the right keywords can get you, high ranking as your ads will be SEO optimized. It also generates good quality traffic that will increase the conversion ratio.

A less familiar kind of keywords is the negative keywords. These can ward off the irrelevant traffic from your site and hence lower your marketing bill.


Create ad groups


A useful feature of Google Adwords is that you can sort out your ad campaigns into different groups. Each group can be managed separately and using different sets of keywords. This way you can focus your efforts and keywords on all of them individually and gain a better profit.


Invest in less expensive keywords for PPC


It is easier to bid on the most commonly searched words and phrases. However, these are more expensive too. You can always invest on the long tail keywords to keep everything within budget, as these are less commonly used and hence cheaper. Using these would mean that you will reach lesser number of people but on the other side you reach only those who are serious about you. Your ads will appear for only those who are really seeking you and thus will get you better customers.


Create better-landing pages


Making ads is one part of digital marketing. The next part is to direct the searchers to the right landing page. You may want to create multiple landing pages so that the potential customers can navigate through your site easily. Google ranking also takes into account the quality and relevance of your landing page, so it is worthwhile to invest in this area.


Measure how well your PPC campaign is working


Just like with every other marketing strategy, Pay Per Click marketing also needs to be measured for its effectiveness. Paying attention to the numbers turns out to be more beneficial here than anywhere else. Always experiment with ads because customer’s perception of ads is always different from yours. Keep testing which type of ads work the best for your company. Once you hit the right one start looking for an even better one. Keep going through this process throughout the life of your company.

A special and less known metric is the LTV (lifetime value). It tells you how much it costs you per click and how much you gain from each click in relation to the lifetime value of the customer. You will work out the net yield from paying for certain keywords and this can even justify higher bids on keywords that give you repeat business. If you know your LTV, you can easily compute the economic feasibility of your ad campaign. If you do not, you might as well go out of business soon.

If you require a Pay Per Click Marketing campaign, or would like to find out more, contact Alvomedia digital marketing agency today or fill in this form.

How to increase click through rates for your PPC ad campaign

5 Ways to Increase Your Click Through Rate

Why Increase Your Click Through Rate?

Click-through rate is the amount of click you get per impression on your PPC ad. For example, you receive 1000 impressions (just a technical term for views an ad gets) and get ten clicks, this means your click-through rate is 1%.

High click-through rate is one of the most important parts of any PPC marketing strategy. Every marketing agency in the world that is involved in digital marketing spends its energy on achieving this goal. The reason behind these efforts is that high click-through rates help in the growth of businesses. They also improve the search engine rankings. Moreover, you get to pay less for the same ad!


Effective Ways to Increase your click through rate


1) Placement matters for your PPC ad


Searchers today have so much data in front of them that they tend to skim through most of it. Ads, unfortunately, fall falls in this category of things that people ignore and consider a waste of time. How then can anyone reach to potential customers? The easiest and most straightforward solution is to get premium placement for your ads. Sure, it will cost you more but it will pay off when placed in a good position. What good is any ad if it does not even get the views? According to statistics, 90% of the searchers viewed the top most placed ads while only 28% viewed the side ads.

2) Add useful text for your ad


Gone are the days when people clicked on ads and banners displaying pictures. Today, most people look for value, and you can help them know that you offer just that by putting in informative and useful text on your ads. For example, if you are in the photography business let them know what kind of occasions you specialize in and what makes you different from your competitors. For instance, is it price, experience or style? While your ad should be heavily loaded with keywords, it should also be concise.


3) Offer free items


The most effective approach to getting higher click-through rates is to offer free gifts and prizes with every click. This will get you enough clicks to get to a higher rank in search engine results but do not expect to have valuable long term customers through it. For customer retention in the long term after that, you should focus on the quality of services and products you offer instead of relying on freebies.


4) Research the keywords for your PPC ad


Ads cost you more when you bid on expensive keywords and if your campaign fails then your business pays the price. Do pricey keywords get more clicks? No, not necessarily. If you are an expert marketer, then you would know that in online marketing it is all about the way you use the keywords. SEO, content marketing, inbound and outbound marketing all follow the same rule.


5) Avoid building false hopes


By building false hopes and making false promises to the customers, you might get great click-through rate initially but it is sure to fail in the end. This is because businesses are built on trust, and if you break it there are too many competitors in the online world for you to get a second chance.

To learn more about click through rates for your PPC campaign or to have a consultation about your search marketing needs, contact London marketing agency Alvomedia at

SEO and marketing Q&A with Alvomedia

Alvomedia SEO and marketing Q&A with marketing consultant Nelson Fuhr


Creating useful online content is important for any company, whether they are a B2B, B2C or non-profit government organization. To get ahead in marketing, we are told to produce ever more content, in competition with the huge volume of content that is being generated online every minute. In our Q&A we will discuss with Nelson Fuhr, digital marketing consultant at Alvomedia, about the relevance of SEO for 2015 and how this can be integrated with content marketing.

Let’s Talk about SEO and Marketing for 2015 and beyond

Q: Is Content becoming more important than SEO?

A: We use SEO to find the content, so one cannot exist without the other. In recent years, marketers have become more focused on content because creating valuable content helps their customers. Customers want to be informed and guided along the sales transaction, hence the need for relevant, useful content. SEO is very important for that content to be found by the right customers. Without it, customers do not know just how good your content is.


Q: How is SEO still important for companies today?

A: SEO is really important for any integrated digital marketing plan. Everything ties in together-the SEO for great organic exposure and traffic, and the content to convert customers once they find your webpage. Organic ranking is crucial for getting traffic and more visitors to your website. The more people that visit your website, the higher the chance of conversions into paying customers. Without customers, there is no business essentially. Google algorithms for SEO take into account mobile responsiveness, loading time and relevant content nowadays. This is all to help make internet browsing better for the user. Every business would want their customers to have a better user experience on their website.


Q: What is black hat SEO?

A: Unethical SEO that will get you penalized by Google. This includes keyword stuffing, spam and purchased backlinks.


Q: What do you write for content, how much is enough?

A: Firstly, know what your brand is all about. What industry is it in and what problems does it solve for customers? You have to know about the mindset of your target audience: what do they want to know and how can you tell them the information to make them take notice. Content that helps, addresses a concern, give guidance, provide information are very good basis for content writing. How often you write depends on what you can schedule time for. Content writing eats up time quickly so you need to be disciplined and have a routine/set goals of how much to write a week.


Q: How does social media help SEO if at all?

A: Social media amplifies your SEO efforts. Tweets and shares on Facebook will improve your search engine rankings. For Google search engines, Google+ has an impact on page rankings. If you can only have one social media platform to leverage for rankings, choose Google+. Social media works because of the wide reach and engagement. I would recommend social media as a research tool for trending topics and concerns. Companies need to stay relevant and knowing what their customers are talking about is helpful. You can also uncover new keywords phrases and connect with influencers who can help with your brand awareness.


SEO and marketing will change with changes in Google's algorithms



Q: What is your stance on link buying?

A: The money used on buying links can be used better elsewhere, such as writing a blog and creating valuable content. Link building is more expensive in the long run because of the maintenance costs in buying more. Google does not like backlinks that were bought, it could get your website penalized-too much risk.




Q: What takes the longest to do in SEO?

A: The most time consuming task in SEO is worth it in the long run. Link building


Q: When there are multiple versions of a page, have you seen a canonical link tag used successfully on the website?

A: Links suggested by the canonical tag do replace noncanonical links in a list. So canonical link element works fine in Google. Indexation decreases for noncanonical URLs and the canonical tags have an impact on Google sitelinks. This works for Google but not Yahoo or Bing at the moment. By using a canonical tag you are giving Google a hint which URLs should be indexed. In time, deindex your URL and redirect visitors using the 301 redirect.



Q: Things change so fast in the world of SEO. Is there a best way to do things?

A: The best way I can foresee for 2015 and beyond is to integrate SEO with what every other department is doing: content creation, social networking, front end design and UX. The reasoning behind this in my opinion is efficiency and effectiveness from collaboration. When SEO teams work in isolation, they do not know what is happening with content creation and website design. This was fine years ago, before Google rolled out new algorithms. In 2015, everyone has to take into account how responsive design and content works with SEO.


Q: Is SEO dead?

A: SEO will be around longer but not the way we know it. Google is changing algorithms constantly and for improved user experience. SEO professionals used to be technically competent but now they need to create high quality content to amplify the efforts. They also need to work with the website designers and bloggers so to speak.


Q: Does being first to the game give older online websites more advantage?

A: Older websites have many problems such as bugs and fixes. Their roadmaps require replatforming, taking up considerable time. In the meantime, new websites with search engine optimized pages can jump up the page rank pretty quickly. On the other hand, older websites have more inbound links built over the years. Whether those links work or not is another issue. Some of the linked websites may no longer exist; an SEO has to spend time cleaning it out.


Q: Are guest posts spam?

A: Many guest posts do not add value except for a link back to the poster’s website. Google sees some guest posting as spam and will penalize accordingly. There are high quality guest blogs that benefit the website where it is posted; it depends how the post is written.


Q: Is onsite SEO still relevant?

A: Onpage SEO is still important for meta titles, site architecture and menu navigation, internal linking, sitemaps and meta robot tags. It is there to help Google interpret the structure of the website. Creating onsite content involves pleasing the reader first and foremost.


Q: What tools for SEO would you recommend?

A: GetStat is a great ranking tool which allows you to monitor many terms for rankings. This is recommended for enterprise SEO where country level rankings and knowing the landscape of terms is important. The tagging feature for keywords lets you see where a drop in ranking is coming from. Screaming Frog is good for site crawling and Deep Crawl as well. Majestic SEO and SEMrush are great for off page analysis.


Q: What will Google do next?

A: Google will try to find the most relevant websites for their users.  With the huge number of well optimized websites Google may overhaul their algorithms to rank the more authoritative ones higher. One of the changes I foresee happening is authorship. This means authoritative content from an online influencer. Becoming an online influencer takes time and authoritativeness is hard to manipulate. Links can carry heavier weight when coming from an authoritative author. Only time will tell!


Q: How can one stay on top of changes in SEO?

A: Subscribe to SEO industry website RSS feeds and join in the conversion on Twitter with other SEO experts. There’ll always be dissenting opinions about SEO and that’s good. Learn as you do SEO for your own website.