Most marketing people know, the main element in any Internet marketing strategy is a good website. But what good is your website if nobody visits it? How do you build traffic to your website? How do you get more people to click on your website pages? One sure way is to engage in some level of pay-per-click (PPC) advertising. Simply put, PPC advertising (or, cost-per-click, as some call it) uses online “banner” ads to entice web surfers to click on the ad, which then takes them to the advertiser’s website. So, as a PPC advertiser, you’re not paying for “position,” you’re paying for “clicks.”

“Position” on a search page is accomplished through search engine optimization (SEO) or search engine marketing (SEM), a much more sophisticated marketing play and topic for another blog. PPC is more straight-forward. PPC equates to activity – clicks – not impressions or views, but actual clicks on an ad to visit your website or contact form. To put it into metrics, you divide the amount you paid for the ad by the number of clicks you registered through the ad and arrive at your cost per click. Plain and simple. Some websites charge you a flat fee based on a rate card to advertise. In this case, you agree to pay a certain total amount and, based on the rate per click you purchase, when the number of clicks you receive adds up to the total you’ve paid for, you’re ad buy is fulfilled. Others charge by a bid system, usually auctioning off keywords or ad locations on a website or web network. Whoever bids the highest amount for the position, then pays for each click based on the amount bid. High activity keywords or locations, obviously fetch a higher bid price, so there can be a bit of finesse to the bidding process. The main thing to remember is that a click is a click, but a conversion – when someone clicks and then requests more information, fills out a contact form, completes a purchase, places an order, etc. – is golden. Calculate your cost per conversion to weigh what websites, locations, ad groups, keywords or topics are yielding the most for your PPC investment. Then, adjust your PPC buys accordingly. And remember, a low number of events is not going to portray the truth when you begin weighing your PPC value. In other words, five clicks a week is not enough to support good judgment. When you get to 100 clicks a week and up, you start to gain critical mass and numbers start making sense. Using these tips, you can then begin testing different scenarios to develop a Quality Score. That is, what ad positions, keywords, topics, etc. provide the best cost per click relevant to your Internet marketing mission?

Google AdWords and Microsoft adCenter, for instance, post Quality Scores for accounts, ad groups, keywords, landing pages and other advertising segments. A 10 is considered tops on a scale of 1-10. But, just because a keyword scores a 10 on its own, may not mean that is will score a 10 in any specific ad group, for instance, where competing topics may trump that golden keyword. You will need to track and measure the variables on your own to get a clearer picture. And that’s where having a professional marketing consultant can help. Einstein’s Eyes has been assisting Internet marketers in PPC campaigns for over 10 years. If you’d like to learn more or launch a PPC campaign to see how you can positively impact traffic at your website, contact or call 972-997-8200.


Joe Costantino

Posted by Joe Costantino

About Joe Costantino

In 1999, Joe founded Einstein’s Eyes, providing internet marketing solutions for small to medium sized businesses throughout Dallas/Fort Worth. The company’s services include website development, e-commerce, online marketing, and content development.

View all posts by Joe Costantino

This entry was posted in Did You Know, Web Marketing and tagged pay-per-click, ppc, web marketing.