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Pay Per Click is a form of web advertising where firms buy a prominent space on the search engines to be able to reach more customers. The search engines give these firms prominence on top pages of search results. As people browse, if someone clicks on the firm’s links, the search engines get a commission and in this way they make money. This form of positioning strategy has been catching up quick. The growth rate of this industry is now above 41% with major search engines like Google earning 58% of their net revenue from this business annually. With this break up of statistics, it shows that there is a lot of money at stake and big opportunities to boost your customer or clientele pool. But with the opportunity, you should make the most of it. Here is how.
One way in which you can make the most of the pay per click campaign is by improving your website. Remember, you are on the internet positioning and so your website will play the major role here. The motive of pay per click is to direct as much traffic to your website as you can. One observation I have made is that many people will be directed to a website ‘by accident’ but once they do, you should have a good website to make them take a second look and maybe buy your products or services. Of course there will be those who are genuinely looking for a product or service you directly deal with and it will be a joy for them to find you so quickly. Design an attractive website in place, that is simple and user friendly. People are not going to use manuals to navigate your site!
Don’t also forget to identify your target audience initially. Even as you design your website, the target audience should be your major consideration. If your business is dealing with old folks, the look of your site should be appealing to them; but you cannot have the same kind of site if you are targeting younger people. This is a factor that needs to be considered when selecting the keywords for your website too.
For you to be able to get many people to your website, you need to understand that keywords play a great role. You should select the keywords after taking time to research on what people will be looking for to reach your website. If your keywords are not able to attract traffic, then your campaign is doomed to fail. You are able to reach many people if your keywords are well selected.
Lastly, you should be able to influence your target audience to take action once they reach your site. Let your landing page be well selected so that they have no reason to leave without buying your product or at least to filling in some forms for further action.
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