Creating targeted ads for your organisation that only cost money when people click on them.
Pay per click (PPC) ads are typically short text ads. As their name suggests, they involve an advertiser paying a fee to an ad provider every time a web user clicks on it. This is different
to pay per impression
(PPI) advertising (like TV and print advertising) where the advertiser pays for every time the ad is displayed.
The process of buying pay per click ads is typically made up of these steps:
You or someone you are working with writes a short ad which links to a part of your website.
You select and buy keywords that describe your organisation or the particular ad campaign that you are running.
There are two types of PPC ads you may choose to purchase:
Search engine marketing ads that appear on search engine results pages
Contextual ads that appear on content partner websites
Choosing the right keywords
You might like to consider the following tips when choosing which keywords to use in your PPC campaign:
Your PPC ad provider may be able to suggest keywords for you based on the words that appear on your site.
Include all the keywords that you think are reasonable—you can always delete the ones that aren’t working. Remember that you only pay
when someone clicks the ad, which reduces the risk of paying for poorly chosen keywords.
Remember that not everybody uses the same words for things. For example, speakers of American English use the term ‘faucet’ to refer
to the bathroom fixture that Australian English speakers call a ‘tap’.
Your analytics software should tell you what people are searching for when they find your website through a search engine. Try to
eliminate keywords with which people can easily find your site and instead focus on keywords where your website does not rank so well.
PPC ads on social media
Pay per click ads on social media sites have not yet taken off, largely due to their low conversion rate. That is, of the (relatively few) people who click on PPC ads on social media sites,
few of those people follow through and buy anything from the advertiser’s site.
With this in mind, it may be more useful to think of social media PPC ads as a way of promoting your organisation’s brand, rather than
as a direct way of selling things.