Pay per Click Strategy
Pay per clink (PPC) campaigns compensate search engines for site and ad rankings. This is achieved by bidding on ad or site ranking improvements when an online user enters a given keyword. To win at this game, research is required to best understand client entries used to perform certain transactions, such as researching your product lines verses making a sale. At the business level, the value of driving them to your site for each type of the transaction should be quantified, factoring in short term success ratios and long term brand strength objectives as well.
Depending upon your business model, the value of keyword entries likely to achieve a sale verses that informational will more than likely differ, and should these metrics not be known, it is going to cost some time and money to get there, so use it wisely by tracking the analytics. On a tactical level, sales likelihood need to be correlated against timeframe (day, week, month), as the cost of keywords across time do fluctuate.
Pay per click is money well spent, particularly if you have a well designed site and organic search engine strategy in place. To clarify, a well designed site offering engaging content attracts a higher percentage of repeat visitors over time, thus lowering your PPC costs substantially. In parallel, your experience with search term utilization is being factored into your interactive content to achieve higher search engine rankings naturally. The sum of the two efforts, combined with already higher site usage, and other initiatives, such as publicity driven through your social media efforts, makes for a strong ROI and a good success story.
Written by: Bruce Yeager, See References