In the marketing and advertising world, there are three words which take precedence over all else: return on investment. Gaining the maximum possible return on investment in advertising is almost invariably the goal of a well planned campaign and advertising agencies live or die on the ROI they are able to achieve for their clientele.
In most forms of advertising, the highly successful ads first grab the viewer’s or reader’s attention, however they can. Consider the old auto parts ads with the pin-up models. They worked. The advertising funnel begins with general readership, is selected by gaining the attention of some, and then further refined to those interested in the product being offered. This strategy also works on the internet, but only so long as the advertising is paid for on a CPM – cost-per-thousand-impressions – basis. If you pay for impressions, you want to grab attention first, and then sell your product.
Pay per click ads are something you probably see every day ” for instance, the text ads displayed alongside the search results returned by Google and other search engines. These ads can be narrowly targeted and are easy to monitor and track, along with one other feature which makes them the most cost effective type of advertising yet developed. This feature is spelled out in the name of the format: pay per click.
In the PPC world, you want to qualify your viewers as having a very high probability of being buyers BEFORE they click through – before you pay for their click. If you run an ad campaign that results in a low Click-Through-Rate (CTR), you have lost nothing. You got no results, but you paid nothing either. However, if you run a campaign with a high CTR but few conversions, you just incurred a big bill from your vendor such as Google AdWords, but achieved no sales.
Join a social bookmaking site and contribute. If you use a blog, ping it at pingomatic to notify search engine robots.
If someone isn’t going to buy your product, you want to discourage them from clicking. Don’t worry that having a low CTR will hugely inflate the price you are charged for your ads. Within limits, this is a vastly over hyped fear. With PPC, low-key highly descriptive ads are the real winners.
It’s invisible because your visitors will not see it as they do others. Whenever a visitor wants to leave your website, a page containing the ads would appear showing search results. When you take heed to this strategy, you will see a drastic increase in your PPC earnings.