Web Business Architecture Blueprint by Tony Murphy - HTML preview

Pay Per Click (PPC)

This is where you advertise on the web and pay when someone clicks on your add. There are a number of companies that provide PPC programmes - Google is the most established and has the largest market share so we will use Google Adwords as our PPC example. The following diagram and description outlines how a Google Adwords PPC campaign works at a high level:

Identify Your Keywords Create Your Landing Page

Searchers Click On Your Ads

Create A Google
Adwords
Account Create A PPC Campaign Google
Displays
Your Ads

Identify Your Keywords

Once you have decided which product or service to promote you need to identify the best keywords to use. This is not always as easy as it sounds as PPC is a very competitive marketplace. In order to identify keywords you can use a keyword tool such as Google's free keyword tool or a commercial tool such as Wordtracker. A good guide to PPC Marketing with Google Adwords is Perry Marshall's The Definitive Guide To Google Adwords.

Create Your Landing Page

 

This is the sales or squeeze page (see next section) that visitors will see when they click your add.

 

Create Your Google Adwords Account

This is straightforward. Just go to Google Adwords and create an account. They will take you through the signup process and there is a a comprehensive set of help and tutorials for beginners.

Create Your PPC Campaign

Google will walk you through setting up your first campaign. You will start with the Starter Edition of Adwords but can upgrade to the Standard Edition at any time. This is well worth doing. However before you start to spend money advertising with Google Adwords you need to take the time to fully understand how Adwords works as you can easily burn your advertising budget.

Google Displays Your Ad To Searchers

Once you are satisfied with your campaign you can set it running and Google will show the ads every time your chosen search query results are displayed to searchers.

Searchers Click On Your Ads

 

Assuming that you have targeted your ads well people will click on your ads. Then its up to your sales or squeeze page to do its job.

PPC is a bit of a science and you need to be careful to make sure that you advertising expense is not more than your profit. It is a great way to get traffic but it is not as easy as many online marketeers would have you believe.

If you are keen to use PPC then Perry Marshall's The Definitive Guide To Google Adwords is well worth a look.

In this section we have looked at the importance of keywords and three of the main ways to promote your web business. In the next section we will look at the Sales Process.