How does PPC work?
All of the major search engines offer pay per click advertising. Your carefully designed advert will appear on the search engine results when a consumer types a phrases (or keywords) which you have selected. For example, if you are a beauty salon you may wish to bid on particular keywords for services that you offer, such as beauty treatments, gel nail extensions, manicure or pedicure etc. The position in which your advert appears depends on certain factors such as:
Your Bid
The price you have said you are willing to pay for a click – this would depend on the position required on the front page of the search engine and the amount of money being bid by your competitors
Relevancy
This is very important – both your advert and the web page that the customer sees when they click your advert should be highly relevant to the service (the keyword used) that the person searching is looking for. For example: if someone is searching for “manicure” the website page they land on should be highly relevant to that service and not just a generic web page. People searching the internet should never be more than one or two clicks away from what they are looking for.
Click Through Rate
The click through rate or “CTR” is calculated by the number of people who click your advert relevant to the number of people who originally searched for the term. Adverts are more likely to be successful if you have relevant adverts to each search term and well written content in the advert.