Pay Per Click Universe is a free resource dedicated to provide unbiased information to the small-to-medium sized business owner interested in exploring the world of pay per click advertising (PPC). Our aim is to show you how best to invest in this rapidly growing, extremely effective, yet highly competitive market easily and with a very low initial investment.
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PPC Case Study: How Automation Inspired Growth For One PPC Marketing Firm
If you provide search engine optimization or online marketing services to other businesses, you know that as your business grows, you likely will face challenges with scaling. Initially you may add new employees to handle the extra workload, but at some point, throwing more people at the problem may not be the best solution.
If you provide search engine optimization or online marketing services to other businesses, you know that as your business grows, you likely will face challenges with scaling. Initially you may add new employees to handle the extra workload, but at some point, throwing more people at the problem may not be the best solution.
In this case study, we’ll see how one pay-per-click marketing
business solved the problem of handling a growing number of clients in
an increasingly complex market, while still managing to keep their
quality of service as high as initial standards — all in a
cost-effective solution.
Unique Visitor
The number of people who visit a web page. If one person visits
the same web page 3 or 4 times, the statistics will list them as 1
unique visitor only. See Hits.
Search Engine Optimization (SEO)
A variety of techniques whereby you change the content, keywords,
meta tags, placement of text versus code, etc., in order to enhance
your ranking in a search engine.
Return on Investment (ROI)
The bottom line; that is, the amount of money you make as compared
to the amount of money you have spent. Many tools exist to help you
calculate your ROI for whatever undertaking, including pay-per-click
campaigns.
Reciprocal Linking
A practice by which one site links to other (and vice versa)
because they offer complementary products, are an affiliated site,
etc. The more links one has to other sites usually results in a higher
page ranking in search engines, as long as the links are not
perceived as link farming.
Pay-Per-Click Search Engine (PPCSE)
A search engine that offers pay-per-click advertising as an option to businesses.
Pay-Per-Click (PPC) Advertising
A method of marketing where a business pays a certain amount of
money each time someone clicks on a small ad on a search engine’s
results page or homepage and is then taken to the advertiser’s
website.
Paid Inclusion
A sales technique currently under review by many search engines,
paid inclusion is where an advertiser arranges to pay a search engine a
certain amount of money to ensure a ranking in their search results,
although most search engines do not guarantee the ranking will be
among the highest. Many search engines have either stopped this type
of plan or are in the process of considering removing this option for
online marketing.
Page Rank (PR)
The position that your website has on a given search engine. Often
seen abbreviated, as in “I’ve got a PR6 in Google”, meaning you are
ranked as number 6 under Goggle for a certain keyword.
Minimum Bid
The minimum amount set up a pay-per-click search engine for either
a specific keyword, type of keyword, or the overall minimum bid
acceptable for any keyword.
Link Farming
A practice considered unethical by most. It involves a web site
linking to others to which it has no connection in terms of the type
of business they do, but rather solely for the purpose of increase
page ranking in search engines that consider the number of links in
their decision on ranking pages.
Link Building Campaign
An process of connecting with businesses conducting a type of
business comparable to yours in order to exchange links and thus move
up both in natural search engine robot crawls as well as in
pay-per-click campaigns.
Keyword Bid
The maximum amount of money you are prepared to pay for every time
that a user clicks on your pay-per-click ad on a search engine and
thus visits your website.
Keyword
Keywords are the terms that users enter into the search box of a
search engine. Consequently, these are the word(s) you should choose
to use in your pay-per-click campaign. Depending upon the company and
the size of the campaign, the number of keywords used can range from a
few to thousands.
Impression
Also known as ad views. “Impression” is the term used to describe the viewing of an ad by the user’s browser.
Hits
The number of times a particular web page is viewed. The number of
hits is independent of whether or not it is the same user visiting
the same page more than once. Sometimes also referred to as visits.
Conversion Rate
The percentage of visitors who actually are converted into
purchasers of your product/service. It is calculated as the number of
click-throughs divided by the number of actual conversions, and the
higher the conversion rate, the more effective your campaign has been.
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