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Marketing Solutions: Cost Per Click Marketing
Translation: putting your company’s money
where customers’ clicks are.
CPC (Cost per Click) Marketing is basically
keyword management, and the distribution of
advertising funds towards different keyword
groups. The Hitcents team will help you
determine your best keyword strategy.
The categories of keywords are very important in
determining the way your keyword budget is set.
Advertising on search engines will bring up your
company’s website in the “Sponsored Links”
section.
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In this section of results you pay for your
spot. For example, you could spend five cents
and be the sixth link, ten cents and be the
third link or 35 cents to be the first link. We
would determine the monthly amount spent on each
keyword based on your advertising budget. You
will be competing with other websites for the
results of these moderate keywords, so we will
be sure to tailor the list and the budget to get
your company the results you desire (the best
bang for your buck).
The other section, Web Results are earned
according to the number of people that view your
website based on the search. Contrary to common
belief, these results are not purchased. Broad
keywords should be avoided; in essence they are
a waste of money. Some search engines will even
disable the keywords with an extremely low Click
Through Rate (CTR). The opposite effect would be
an extremely high CTR. Search engines place
companies with an exceptionally high CTR at the
top of the results page, even above the web
results. The CTR is determined by the number of
people that click through to your website from
the results page of the search engine and is
measured against the number of people that see
your website listed in the results page. An
example of CTR is listed below: |
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100
Click Throughs / 1,000
Impressions (search views) =
10% CTR
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Most keywords are
not popular enough to generate an exceptionally
high CTR. The majority of the time, your link
will be under the sponsored links section on the
right hand column of the page.
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Keywords
Keywords are a
central part of your online advertising, and the
Hitcents team will assure your keyword strategy
coalesces with your goals. There are three types
of keywords: broad, moderate, and specific.
Here’s an easy illustration of these categories:
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Category: Broad
Keyword Searched: Cheese
Results: The search
could be for cheese hats,
cheese heads, cheese brands,
cheese crackers, cheese
connoisseurs, anything is
possible.
Value: If your
company sells gourmet
cheeses, this keyword would
not stay active due to the
low number of clicks. Search
engines would turn off this
inactive word.
Category: Moderate
Keyword Searched:
Greek T-Shirts
Results: A Hitcents
client, who sells Greek
T-Shirts, has had a great
return on this word. It is
broad enough to apply to
many parts of their
business, but specific
enough to sell a certain
product. Moderate keywords
should describe what you are
selling. These words are the
best way to sell your
product online, especially
to first-time customers.
Value: The value of
moderate keywords is very
high. The bulk of your CPC
Marketing budget should be
spent on these moderate
keywords. The value of
individual moderate keywords
will be monitored by
Hitcents and tailored to
give your company the best
value for the money spent.
Category: Specific
Keyword
Searched: Hitcents
Results: Specific
keywords are usually company
names and proper words. As
mentioned in the SER
section, your company name
will always be at or near
the top of these results.
Value: If your
company name is unique there
will not be a lot of
competition for these
specific keywords. This
means these words are
inexpensive and worth their
cost. |
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Specific keywords are also good for individual
product numbers which could appear if you sell
products on your ecommerce website. Customers
who are searching for a specific product or part
number will see your website in the results.
There is a high conversion rate on this type of
search.
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