By: Arthur Cooper
Submitted: 2011-05-24 19:25:10 | Word Count: 664
An effective internet marketing strategy can help you build your business by increasing traffic and conversions. Pay per click (PPC) and sponsored search techniques might need to be included in your online marketing strategy. The ads located at the top and right columns of search engine results pages are sponsored or paid ads. When a user searches for terms that match your ad, the ad is displayed. Each time a user clicks on your ad and goes to your site, you pay the search engine a specific amount which is also called CPC. (cost per click).
The major sponsored search platforms are Google AdWords and Bing AdCenter. You can improve your chances of success by working with a Google Advertising Professional during the planning and execution stages of your internet marketing campaign. Google Advertising Professionals are certified to use Google Adwords to develop your PPC strategy. A Google Certified Company understands how to bid on terms for ads, improve quality scores and examine the effectiveness of your PPC ad campaign. Recertification is required every two years. This ensures compliance with current standards of implementation.
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Pay Per Click (PPC)
Using pay per click in your online marketing strategy can boost traffic to your site. Search engines are paid for every user that clicks on the ad and goes to your landing page. Targeted keyword research will help you select the best words to bid on for ads. When users search for the services and products you offer, they will view your sponsored advertisement. The price for keywords varies based on the level of demand and competition.
Split Testing
To find out what kind of landing page is more attractive to users, you can implement split testing strategies. Split testing is a method of comparing the effectiveness of graphics and call to actions on two different versions of a landing page. Users may respond differently to these elements. To perform a split test, you can create two different landing pages and direct an equal portion of visitors to each one. The landing page with the best performance is the one that produces the most conversions. Overtime you will determine what landing page is best for increasing conversions based on the amount of user interaction.
Goals
Your internet marketing campaign should have goals. These goals can be conversion rate, average time spent on site or the actual click through rate (CTR). This computes the amount of users that view your ad divided by the number of times users click on the advertisement. Keeping track of the CTR will help you gauge the success of your sponsored ads. Other goals like bounce rate, visits, quality score and conversions should be monitored. A Google Certified Company can track your goals and ROI using Google Analytics. This can be done by adding a tracking code to your landing page.
All of this may seem complicated to an average business owner. Contact Optimum7 today to get your internet marketing campaign started! We can help.
