Pay Per Click (PPC)
Pay Per Click (PPC) ads are the sponsored links that appear at the top and to the right when you perform search in Google and the other search engines. When you advertise in this way you pay a fee to the search engine every time someone clicks on you link. Compared to other methods of advertising it can be a highly effective way to generate targeted keyword led visitors to your website.
The objective of this kind of advertising is to get your advert displayed in front of people looking for exactly what you have to offer. It is not as simple as it sounds; it takes thorough keyword research and persuasive advertising copy just to capture the click.
Depending on your product or service and the competition the cost of the click can be anything from a few pence to over a hundred pounds. It is important therefore to maximize every penny spent on PPC advertising. We do this by constructing an ultra-specific ‘landing’ page to receive all PPC traffic, and depending on the key phrases required we may construct several different landing pages addressing the specific needs of the individual searcher.
The landing page does not necessary need to be a sales page, although it can be. But to get the best value from every click it is better to have an information resource that offers the visitor something an eBook, video tutorial or something else that is directly related to what you are selling. This has the benefit of educating your visitors while at the same time developing a relationship with them.
Whatever you offer it needs to be delivered by email, and by signing up for it, you also inform them that they will be signing up for your newsletter / blog posts. This way you can build meaningful relationships with potential customers by sending them relevant content on a regular basis.
You will no-doubt make a number of sales initially, but the real value of this is the lasting relationship you build as people warm up to your offer over time.