Pay per click campaign management is based largely on search engine sponsored search results and contextual advertising on websites. In a nutshell, pay per click is about getting your ads in front of a relevant audience wherever and however they search online.
Some marketers use more than one search engine to display their ads. This means submitting a campaign at more than one paid search platform. For instance, Google is probably the most popular search engine based campaign platform, but Facebook campaigns are in high demand for placing relevant ads next to a person’s profile even when they’re not searching for anything in particular.
Pay Per Click Campaign Management with Sponsored Search
Managing a pay per click campaign on a sponsored search platform is often more expensive than listing ads on a contextual ad network. However, you also give yourself a better chance for click throughs, since your sponsored ads will appear at the top or right sides of the search engine results. By writing tantalizing yet descriptive copy, you can target the right customers while they search for related items on Google, Yahoo or MSN.
The actual pay per click campaign management itself comes into play when you decide on a budget, select your keywords, place bids and activate your campaign. During its active period, you need to keep a watchful eye on your click throughs versus your conversions to make sure you’re not losing money. Some buyers get what internet marketers call “click happy,” meaning they’ll click on any search result they see, even if it isn’t relevant to the search or exactly what they’re looking for.
However, just because you’re getting a lot of clicks but few conversions doesn’t mean someone is spam clicking your ads. It means your ad copy may not adequately explain what the reader will find when they click through, or perhaps your page was not attractive enough to make them want to buy what you’re selling.
Pay Per Click Campaign Management with Contextual Ads
Pay per click campaign management with contextual ads opens up a few more options as far as your budget goes. Contextual ads appear on actual websites near article copy or other written and video content. Since these are not as highly targeted, you don’t pay as much per click.
Google, Yahoo and MSN offer contextual ad placement on approved websites. However, if you find you’re getting clicks from a website that is irrelevant to your niche and are getting no conversions, you can block these websites to avoid losing money on them.
Facebook’s contextual ad placement is another option you can use if you only want to advertise on Facebook. With this network, your ads will be placed near statuses of people who have posted or searched for something that lines up with your niche. For example, if they just visited Avenged Sevenfold’s official band page, your ad about buying guitar equipment or Avenged Sevenfold merchandise may show up on that page or on their home page.
Pay per click campaign management helps you get your ads in front of a wide audience that is targeted to your niche, and therefore gives you a better chance of conversions than organic search alone.