Considering that the Internet has changed daily life, from the purely business to the wholly personal, it should come as no surprise that traditional advertising has gone the way of the Web, as well.
Now the primary means of advertising online, pay-per-click advertising campaigns are all the rage. Google, followed by Yahoo and Bing, are the leaders when it comes to pay-per-click, which makes a lot of sense because the search engines you’ve heard of are the ones that others like you will use to find their information, too.
In a nutshell, pay per click campaign management services allow businesses to figure out who’s been visiting their websites, which leads to using that information to determine how better to serve existing customers, and how best to attract new ones.
These campaigns are aptly dubbed “pay per click” because companies pay only for the clicks that land directly on your website via any means—including a search result, link, Web banner, or anything else that fits within the “clicking” category. An “impression,” on the other hand, is free, and occurs when a searcher is exposed to your link, search result, etc., but fails to click through to your site.
Pay per click campaign management services are generally used to help a company secure high-quality Web traffic, convert visitors to customers, and prompt actions that actually create profits. Using keywords, or tactical words and phrases meant to echo search requests, pay per click campaign management services draw visitors to company sites by delivering what they are looking for.
The Value of Pay Per Click Campaign Management Services
Pay per click campaign management services assist companies in obtaining a great deal of helpful information about the success of their marketing efforts. Results specific to certain campaigns can help businesses determine which marketing strategies work best — and which don’t work at all. With results in hand, those companies can then tailor campaigns accordingly.
Similarly, pay per click campaign management services help marketers understand how potential customers respond — or don’t respond — to various types of advertising copy, which keywords yield the best results, and even which search engines are most effective for their client base.
Pay per click campaign management services can also help companies understand their conversion rate, or the rate at which potential customers are converted to customers, and set goals designed to increase that rate.
Perhaps most importantly, pay per click campaign management services take the headache of campaign management off the hands of business owners and personnel whose time is better spent designing marketing campaigns that fit the parameters of what potential customers are looking for.
