Pay Per Click Marketing A-to-Z. free pdf

 

Pay-per-click (PPC) advertising is the first step in SEO marketing

Pay-per-click (PPC) advertising is the first step in a search engine optimization (SEO) marketing campaign

Site owners often view SEO and PPC as separate marketing techniques. In fact, every marketing method has its proponents. Both have a place in the online marketing process. If you intend to pursue a major SEO effort, then a Pay Per Click (PPC) advertising campaign is your proactive and decisive step.

PPC for testing

Let's say you have a site that offers a service or product in the skincare market. You have set a good budget and have decided to go bankrupt. Yes, you are optimizing and trading links in an effort to catch up on keyword phrases with major traffic and competition. For example, I decided to go with Best Skincare, which performs nearly 400,000 searches per month and the main competition for high ratings. I spent 2 years trading links, adding content, etc. The miracle of miracles, you go to the first page of the search results. You start shopping for your own plane only to realize something really annoying. You receive thousands of visits, but few sales. After doing the math, you find that the site converts at a rate of 1 in 10,000.

How to solve this problem?

A PPC ad campaign should be used to test your site against keyword phrases before spending time and money on a search engine optimization (SEO) campaign. The best platform you can use for your campaign is Google Adwords. Yes, clicking fraud is an issue, but it is less important on this platform.

After opening accounts and placing a credit card when switching PPC, you need to think about how to test your keywords. This is advice. The pay-per-click advertising campaign should be designed to test keyword phrases, not drive sales. Yes, it may sound strange advice, but keep in mind the purpose of the campaign. You determine whether you have chosen the right keyword phrases for your SEO campaign. So, how do things go wrong?

With Adwords, you have the ability to determine the reach of your keyword phrases. But most ppc advertising companies choose broad match option, which is bad for testing. With broad match, your ads will appear for the keyword and its variations. Since the ad appears in a variety of keyword phrases, the results can give you a false impression of the value of the underlying keyword phrase.

Going back to our example, we started a Google Adwords campaign for Best Skincare using the default broad match option. After a month, we're happy to find ads that convert at a rate of 1 in 70. After validating the keyword phrase, we embarked on our long-term SEO campaign. But are we really sure that the key phrase is correct. As Google seriously expands keyword phrases in terms of the broad match option, how do we know that a real keyword phrase isn't the best skin care product? We only do this if we take a few extra steps.

The first step is to limit pay-per-click ads by bypassing the broad match option. Instead, you want to limit ad impressions to searches for the exact keyword phrase. In Adwords this is known as exact phrase match. To set it, you can simply put parentheses around the key phrase. Second, you need to keep track of traffic coming from ads. This can be done using the tracking tools on your server or through the tracking options provided by each PPC platform. Regardless of your choice, the resulting data will give a more honest picture of the value of the particular keyword phrases.

Nothing is more dangerous than getting the highest ratings, but miserable conversions. The only way to get around this problem is to test, test, and test. Using PPC advertising campaigns at the beginning of your online marketing efforts can save you a lot of trouble later on.