What Is PPC?
Автор: IndustrialSage
Загружено: 2017-08-30
Просмотров: 52
What Counts As PPC? (01:41)
How Do You Use PPC? (03:11)
What Are Key PPC Terms to Know? (06:45)
Closing Remarks (16:45)
#ppc #payperclick #onlineadvertising #b2badvertising
When pay-per-click first rolled out, it seemed almost magical… but now it's not as easy as it used to be. Today we’re beginning a two-part episode series about pay-per-click, with special guest Lillie Beiting of http://www.cribmaster.com/ at Stanley Black & Decker. Lillie is a digital marketing manager in vending solutions who’s going to share her experience and her process on PPC with us, as well as some tips and tricks on how to get the results that you're after.
1. WHAT COUNTS AS PPC NOW?
There's a ton of misinformation out there about pay-per-click; it’s more than just keywords or search engine promotions now. Pay-per-click any medium in which you purchase Internet advertising. So PPC has really turned into a bit of an abstract concept as far as how a business can purchase digital advertising.
2. HOW DO YOU USE PPC?
At bare minimum for a business, brand protection is the way to go. Always, always, always protect your names, your properties, and your intellectual content; because if you have competitors, they're bidding on your name. That is the (unfortunate) way of the world now. Lillie and her company, for example, always buy the term ‘CribMaster.’ After that, the next level is “conquesting,” which involves going after your competitors and their keywords. But if you don't do it right, you might as well just burn your money, so it’s not highly-recommended.
3. KEY PPC TERMS TO KNOW
Different platforms have different key performance indicators, so it’s important to be aware of their variety. Impressions are essentially how many times your ad show up, period. Not its ranking, or its clicks – just its frequency of appearance. Since there's usually more than one person or entity in the market, figuring out what percentage that you own is some really valuable information to understand how people are interacting with your business.
Once you’re aware of your impressions, you can take a look at click-through rates: how frequently people actually visit your site through your ads. If you just want to build awareness, you may care more about impressions for your campaign. If you really want to drive traffic to a landing page for a webinar or new product, the click-through rate will be more important.
Knowing the difference between these items will help you determine what campaigns to run and how much they might cost. If you are someone who's product based, click-through rate is extremely important for you because you can very clearly trace when someone engages with your ad, and eventually converts to buy something. But at the same time, if you've got somebody who is a customer who has already been to your site, so you cookie them and you're able to keep serving them up that ad… then impressions might be more valuable there.
SO, TO RECAP…
PPC has definitely changed since it first appeared, and now it is anything but simple. But if you know what falls under it as a category, and if you start to understand the terms around it, that may give you a brief bird’s eye view of how to use it and where you can go from there.
Thanks for watching! Subscribe to this series at https://www.industrialsage.com/subscr... or follow our podcast on iTunes! Send your own questions and challenges in at https://www.industrialsage.com/questi... and the sages just might discuss those topics on the show!
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