Pay Per Click Management

Astute pay per click management ensures that online advertisers don't lose money gambling on website traffic. Certain marketing strategies must be employed to boost traffic and revenue. Advertising on the Internet is similar to buying space in traditional newsprint or broadcast media. Newspapers, radio, and television stations charge either for column inches on a printed page or air time on a popular channel. Advertisers who want more readers, listeners, and viewers to hear and see ads will pay more for additional space, preferred positioning, or longer broadcasts. While pay per click management applies to web-based promotions, the goal of traditional marketing and advertising is to encourage readership, retention, and recall. Readership simply refers to the fact that an ad was seen or read. Retention is achieved if the ad was stimulating enough to cause those who read it to remember what they read. And recall occurs the moment a consumer rehearses what was read and proceeds to respond by buying the advertised product.

But in cyberspace, measuring readership, retention and recall is not quite as easy. On the Worldwide Web, the only way to measure whether websites are getting noticed is to count the number of times visitors click on advertiser links. Sponsored links are paid cyberspace ads, which position advertisers according to keywords closely matching those queried by user searches. Internet ads are ranked not only according to an ability to match search queries, but also the advertiser's ability to pay every time a visitor clicks onto sponsored links. Smart pay-per-click or PPC campaign management ensures that Internet advertisers' sites are salted with the most effective and sought after keywords proven to satisfy search engine requirements and match user queries. Pay per click management also monitors site activity to ensure that advertisers are charged for legitimate click-throughs and positioned on web search portals according to scores calculated by CTRs, or click-through rates.

But pay per click promotion is really a catch-22. The more visitors click onto an ecommerce entrepreneur's site, the more entrepreneurs must pay to web portal providers. However, the advantage to higher click-through rates is greater readership. And the more websites are read, the greater the likelihood that visitors to the site will respond positively and buy advertised goods and services. And because pay-per-click rates are extremely low, Internet advertisers don't mind paying and bidding competitively to win the best rankings on web search portals. Efficient PPC campaign management firms help advertisers calculate the optimum number of pay-per-clicks which net the best results, and how to strategically win better rankings. To the believer, there is no one worthy of a greater ranking than God. "Saying with a loud voice, Worthy is the Lamb that was slain to receive power, and riches, and wisdom, and strength, and honour, and glory, and blessing. And every creature which is in heaven, and on the earth, and under the earth, and such as are in the sea, and all that are in them, heard I saying, Blessing, and honour, and glory, and power, be unto Him that sitteth upon the throne, and unto the Lamb for ever and ever." (Revelation 5:12-13)

So how do Internet entrepreneurs drive visitors to websites? Savvy online promoters rely on keyword rich web content to position sponsored links near the top of web search listings. Metasearch engines can easily access sites that exactly or closely match keywords and keyword phrases visitors type into online queries. The right combination of keywords along with the right advertiser pay-per-click bid is a surefire way to ensure that links don't go unnoticed. Studies indicate that just as front page newspaper ads placed above the fold attract the most attention, so do Internet ads placed above the scroll line on a computer screen. Cyberspace consumers tend to focus on the first five to seven listings, and anything below the scroll line is unlikely to get a hit. Pay per click management companies are shrewd analysts who use high-tech keyword optimization tools and software to gauge the effectiveness of keywords, generate listings, and substitute ineffective words with those that are SEO-friendly. The goal is to get client websites better search engine rankings and increase consumer traffic.

Ecommerce entrepreneurs seeking to increase CTRs and guide visitors to and through websites should strive to use keyword-rich text not only on home pages, but also on pages titles throughout the site. Search engines access popular keywords first; therefore, strategically placing keywords throughout the site increases readership and pay-per-clicks. PPC campaign management companies seek to give clients a decided edge over the competition. Firms conduct sponsored match campaigns to ensure that search engines display ads and two- or three-line sponsored links on web search portals which exactly or closely match user queries.

Pay per click management campaigns also post client's target-specific ads on other related websites, electronic mail, and e-newsletters. For instance, in order to generate click-throughs from scrapbookers, PPC campaign management firms might place client content ads featuring scrapbooking suppliers' products near the top of another related company's home page. Banner ads placed at the top of the page generate web traffic from browsers visiting industry-related sites. Website owners usually allow banner advertising featuring content or sponsored match campaigns to offset online advertising expense. Internet service providers charge banner advertisers a fee and pass some of the savings onto website owners who consent to post sponsored links on home pages. PPC campaigns employ several strategic methodologies. However, in final analysis, the key to increased web traffic and increased pay per click rates is an efficient PPC management team -- well worth the price to stay on top of the game!

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