Pay Per Click Advertising (PPC) is a way of driving traffic to your web site by, in effect, paying for each visitor. The basis of this approach is paid-for placement in slots arranged around a set of search results when using a search engine like Google.
In recent years Google has conceived and fine tuned the concept of pay per click advertising to a very high degree. While Google is undoubtedly the market leader there are nevertheless stalking horses which need to be considered. For example, Facebook, which now has access to more 25% of English speaking users, has its own PPC advertising engine. There are also others to consider such as Bing.
As far as Google is concerned PPC is not, however, as entirely independent of natural search as many would like. As with all search engines, the key principle of “relevance” is still important. So, even if you are paying for the traffic, the search engine still has its own reputation to protect and will hold back adverts that may undermine that reputation.
This means that, even if you are undertaking a PPC campaign, you still have to pay attention to natural search and relevance factors.
You also need to consider where the paid-for visitor lands. For example, it would be no use attracting a load of potential buyers to your shop if the shop was badly organised and missing vital items. In other words there is a bit more to paying for visitors than just paying for visitors.
The Traffic Manager Programme takes a holistic view of the overall online marketing campaign and balances the PPC campaign with natural search efforts to reach an optimum (cost effective) solution.
We also ensure our clients’ web sites are fine tuned to get the most from visitors when they arrive.
It is the end transaction that really matters. The Traffic Manager Programme ensures all efforts (and expenditure) in pay per click advertising are focused on that one simple truth.