The Purpose of Pay-per-Click - Part Two: Long Term Campaigns
The Purpose of Pay-per-Click - Part Two: Long Term Campaigns Jennifer Laycock WRITES ABOUT: "the reasons that long-term campaigns can be beneficial. While the reality is that most pay-per-click advertisers are already running long-term campaigns, many of them haven't really thought through what the purpose of their campaign is...pay-per-click marketing isn't just about setting up a campaign and letting it go, it's about understanding the many ways that you can use PPC to your advantage and then launching the type of campaign that makes the most sense for your business. After all, if you're not even sure why you're running a campaign, how will you make sure that you are running it well?
Long Term Pay-Per-Click Campaigns
Long term pay-per-click campaigns are setup with no end date planned. Usually, they are set up either by a company that doesn't have the time or knowledge to put organic search marketing in place, though quite often they are setup to supplement organic search marketing efforts. They are designed to serve as an on-going source of sales or leads and tend to grow over time as new phrases are added.
Primary Search Marketing Effort
The easiest to understand, and most common use of long term pay-per-click campaigns is to drive ongoing sales and leads to a web site that is not using any other type of search engine marketing....are beneficial in driving more traffic to a site, they tend to be one of the most expensive forms of search marketing because they have no residual effects. They end as soon as you stop paying for them
Competing on Highly Competitive Phrases
This type of campaign usually covers fewer words and phrases than ongoing sales campaigns, but still run with no planned end date. Campaigns are setup to fill in the gaps in an organic search campaign, often for phrases that a site simply isn't capable of ranking for organically...Unskilled PPC advertisers can find their wallets quickly drained as they are forced out of the market
Creating a Balanced Search Presence
One of the most effective types of long term PPC campaigns are those that are run concurrently with a well executed organic search marketing campaign. These campaigns are often setup to fill the gap on competitive phrases that might be difficult to rank for organically, but often are also used to create a double presence on a search results page. Marketers that view PPC as a part of a larger search marketing effort tend to see stronger results for lower costs than those relying solely on one type of search marketing. Studies show that about 40% of searchers will click on a PPC ad and about 60% will click on an organic listing, so companies that create a balanced mix of both listings stand a better chance at getting their site in front of more customers.
PPC as a Branding Tool
Studies show that more users are turning to search engines as navigational tools, meaning that they'll search for a brand name rather than guessing a URL. Companies that lack a presence in the PPC ads for their own products may be missing out on potential customers. Additionally, having your brand name ad show up for the right generic phrases is a great way to brand your business.
The beauty of PPC ads is that impressions are free. That means that rather than paying for impressions like a company would for a typical banner ad, they pay only for any actual visits. This sometimes means that advertisers pay less than a banner ad would cost while reaching a highly targeted audience"
posted by Jen @ 7:25 AM
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