A Complete Reference Guide to Manage PPC Campaigns

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Published: 08th August 2012
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Pay Per Click or PPC marketing is a highly focused and cost-effective way to drive targeted traffic to a business website. This method is adopted by many companies offering PPC services in Northern Ireland as it not only offers instant qualified leads from the advertising but also brings results that can be tracked and measured.

Pay Per Click lets the business present its product directly to the people who are actively looking for it and are ready to "buy" and helps the business increase its visibility in an economical manner when organized in the right way.

Leveraging Pay Per Click advertising along with SEO and professional Web design in Belfast can help businesses maximize their return on investment in Pay Per Click ads that convert. The process involves researching and making a keywords list, creating ads and focused landing pages, managing the bids and monitoring them for optimum performance.

How does PPC work?
PPC advertising is a unique method where advertisers pay only when someone clicks their ad and lands on their website. This is called "cost per click". This is a highly targeted model as the ads are displayed in search results that relate to the keywords used. It means that people who are specifically looking for the business’ products and services.

There are two advertising models offered by PPC services in Northern Ireland across the major search engines:

# Search network where the Pay Per Click ads appear in the search engine results as "Sponsored Links" on top of the organic search listings and on the sidebar
# Content network where the ads relevant to the site's keywords and content appear on websites that have signed up for this

Managing the campaign efficiently involves the following steps:

Keyword selection
Keyword research, analysis and selection is the first critical step as these are the words users will type into the search engine to find the product, service or information. The search engine matches the user's search key phrase to bring up the best results. The business must maintain an ongoing list of keywords to target so that it can find out which ones convert the most.

Creating targeted PPC ads
After determining the most relevant keywords, the next step is creating ads that convert. PPC services in Northern Ireland recommend composing different variations of ads and building landing pages focused on keywords. This is followed by continuous testing to optimize the ones that result in sales. These ads can be geo-targeted to a specific location.

Bidding
This is an important aspect of PPC advertising where the goal is to get the maximum leads at the least expense. Bids must be optimized based on keyword performance constantly to monitor the ROI and ensure the best results.

Measurement
One of the biggest advantages of Pay Per Click advertising is its ability to be monitored and measured and analyzed. This makes it possible to sift through the keywords, drop the non-performers and focus on the ones that bring results. The campaign can be constantly improved.

The beauty of PPC services in Northern Ireland is its suitability for businesses of all sizes. Implementing a successful campaign requires a good understanding of the client, its market and the keywords being used in search. It is vital to remember that good website design in Belfast Pay Per Click campaigns, especially for the landing pages plays a significant role in keyword conversion.

WSI Digital Web provides web design services in Belfast along with services like SEO, Ecommerce, video marketing, mobile marketing, content writing and PPC services in Northern Ireland

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