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Frequently Asked Questions about Internet Marketing

What is Pay Per Click (PPC)?
What is the key to an effective PPC campaign?
SEO ‘lingo’ - what do all these terms and abbreviations mean?
What is SEO?
What will make my SEO campaign a success?



What is Pay Per Click (PPC)?

Pay Per Click, or PPC, is an advertising technique that uses search engines to display your text ads throughout the internet- matching the type of business that you have or the type of products you are promoting. Google leads the way with its increasing share of paid search, primarily from its pay per click service, AdWords.

Basically, you the advertiser pay a rate you specify for every visitor who clicks through from the search engine site (or their affiliates) to your web site. It's simple and quick. Each unique keyword phrase (e.g. digital cameras) has its own bid price. You set the budget.

Successful PPC advertising, managed by a certified expert, ensures that your text ads reach the right audience while your business only pays for the clicks your ads receive.

What is the key to an effective PPC campaign?

The key to effective PPC campaigns is in your keyword strategy and the quality of your visitor analytics. Many companies set up their PPC advertising campaigns without much planning. Campaigns need to be structured so that unproductive keywords can be filtered out and high performers improved upon.
On occasion, an advertiser will find themselves prohibited from bidding on a keyword phrases because their ad's click through rate was so poor. You definitely want to avoid that problem. Popular keywords are associated with particular solutions in consumer's minds. You'll find you're competing with companies that offer a more popular solution, so although your ad shows for that particular search phrase; it isn't really what most people are looking for. This means your click through rate will be low and your ad will stop being shown. Your ad's appearance is not a certainty when you're trying to sell a specialized niche product under a general common search term. A sophisticated keyword and ad copy strategy will be needed.

To maximize your PPC advertising performance, you must bid on the right selected keyword phrases, write persuasive, moving ad copy, and have a well written page to have them click through to. If you know how to attract the prospect and deliver them seamlessly to a solution they need, you'll be rewarded with a good sales rate. The number, style and type of words you can use in your ads are restricted so writing attractive, persuasive text ads is much harder than you'd expect.

Tip: A custom prepared PPC campaign by an SEO Professional is still the best approach to pay per click. A large corporation can save substantial amounts and maximize performance by outsourcing to an SEO Consultant.

SEO ‘lingo’ - what do all these terms and abbreviations mean?
  • Conversion: When a user completes a predefined desired action on your Web site (e.g., purchasing a product, signing up for a newsletter, registering for more information, etc.).
  • CPC: Cost per click is defined as the price you pay when someone clicks on your sponsored listing/paid search ad.
  • CTR: Click-through rate is the number of clicks divided by the number of ad impressions/views. It's the rate at which people see your ad and actually click on it.
  • Inbound links: Also know as external links, which occurs when other sites link to your site. It's generally accepted that a big factor in search engine algorithms (see below) is the number and quality of inbound links pointing to your site.
  • Keyword: A word or phrase that is typed into a search engine. Site owners typically want their sites to be visible in the search engines for specific keywords that relate to their product or service.
  • Link building: Since inbound (external) links influence a site's organic rankings (see below); many site owners will undertake the process of link building. This can consist of explicitly asking other sites to link to them, or encouraging inbound links by creating valuable content or tools, posting product reviews or forum comments on other Web sites, or partnering with relevant sites.
  • Organic ranking: The position that your Web site appears in the unpaid ("editorial") listings of the search engine results, which typically take up the majority of the page.
  • PPC: Pay per click typically refers to paid search marketing, where you pay for your ad to appear in the sponsored listings of the search engine results.
  • Quality score: The rating assigned by Google and other engines to keywords within a paid search account. The QS is calculated by taking into account maximum bid and relevancy (how closely your ad is targeted to the query; whether your landing page contains relevant information to the query).
  • SE: Search engine.
  • Search engine algorithm: A complex formula that search engines use to compute how to rank site A over sites B to Z. Apparently they are made up of thousands of unique factors, but we will likely never truly know since SEs make a habit of not disclosing details.
  • Search engine submission: A sort of archaic practice of submitting your site to the search engines for indexing. It was thought that this could speed up the time of search engines initially indexing, then returning to, your site. The traditional means of doing this is no longer widely practiced, but programs like Google Webmaster Tools enable site owners to make their sites more visible to Google and keep the engine up to date when changes are made.
  • SEM: Search engine marketing. This is where it gets tricky: sometimes this term is used to mean both paid and unpaid search marketing, but sometimes it's used to mean only the paid activities. MARKOMM, uses "SEM" as the umbrella term to cover all internet marketing.
  • SEO: Search engine optimization involves undertaking activities to make your site rank higher in the search engine results. Often it involves attempting to intuit how search engines rank sites and applying industry best practices.
  • SERP: Search engine results page, which is the page that comes up after you perform a query in a search engine.
  • Sponsored listings/ads: The text ads that typically appear along the periphery of the SERP (see above), such as along the top and the right hand side. Advertisers determine which terms they want their ads to appear for and compete with other advertisers to achieve top positioning.
What is SEO?

Search Engine Optimization is basically a fancy way to say 'Doing things to improve your website rank with the search engines'. The high-level way to describe what SEO includes is On-page vs. Off-page optimization.
On-Page= things that you do to the pages on your website (such as Title, Meta Tags and Visible Copy)
Off-Page= things that you do externally to your website pages (in-bound links, etc)

What will make my SEO campaign a success?

To have a successful traffic-generation plan you must completely investigate what you already have with an internet marketing expert. You must first make sure you have all the appropriate tags, keywords, and coding done correctly on your site before adding anything else. You must optimize this invisible area of your site so that search engines will find you. Links are also a very important aspect of traffic generation. Make sure you are linking to and from other relevant sites and that your internal links have keyword-rich alt tags. Remember, building traffic takes patience and consistent action.

To see how your site ranks right now, have a complete Website Analysis generated to provide you with the critical feedback you need.