What is Pay Per Click Search Engine Marketing?

The major search engines (Google, Ninemsn, Yahoo! and Sensis) all provide pay per click advertising space within their search results. Corporate Web Service can manage and optimise your pay per click search engine marketing.

Features of Search Engine Marketing

• Very accountable as every click can be tracked
• Cost effective since you only pay when someone clicks
• Extremely targeted since users are already searching for your keyword

The Pay per Click model

When you advertise within a search engine you are charged on a per click basis. Thus you only pay for when people click on your advertisement.

Key elements of Pay Per Click Search Engine Marketing

1. Keyword selection – Select which keywords to target. Select the keywords that users search for not just guessing.
2. Advertisement copy (I.e. what the actual advertisement reads)
3. The landing page that the advertisement goes to

Why do Pay Per Click search engine marketing?

Most internet users and your customers use search engines to find things they are looking for online and they will not find your website unless you make it visible. Pay Per Click search engine marketing is a way to make your website immediately viewable to your customers.

What does success look like?

Successful pay per click advertising campaigns result in cost effective leads, traffic to website and a report to detail the performance.

The key metrics you want to monitor are:

• Cost per click – The average cost you pay for a click from the search engines to your website
• Conversion rate – The average conversion rate of your website from a click to a sales / signup or lead
• Cost per acquisition – The average cost to acquire a sale/ signup or lead.

How much does pay per click cost?

The cost of a pay per click campaign comprises of:

• Once-off setup fee
• Monthly management fee
• Keyword budget to search engines

The cost depends on:

1. Competition – How many websites are competing for your keywords? The more competition the more expensive the keywords will be to purchase therefore a bigger keyword budget may be required.
2. Keyword popularity – How many people search for the keyword you are targeting? The more popular the keyword the more budget you will need to assign to the campaign.
3. Number of keywords – The more keywords you are targeting the greater the budget you will need to assign to the campaign.