SERP and PPC Marketing Explained
SERP is short for Search Engine Result Page and it means the listing of results returned by the search engine in response to a keyword inquiry. These results are usually displayed in the same manner on all engines.
You will visualize a list of results with titles, a link to the page and a short meta description which bolds the searched keywords. SERP is very important for the well-known Pay-Per-Click Marketing technique. There are two types of PPC:
Paying to improve your initial SERP ranking and for a „pay per click” fee.
The second type of PPC marketing has to do with advertising. The best example in this case is Google AdWords, clients bid on a keyword that is associated with an ad.
Getting started with PPC:
First of all you will have to determine the visitor value with the help of statistics. Knowing your visitor value is essential, because you don’t want to end up paying too much for something that isn’t worth it. On the other hand, you can’t afford to lose traffic. What you have to do is track the activity on your website over the last 1-2 months, and calculate the profit that you made. When doing this it is best to consult with a digital agency or to use some sort of web metric tool. Divide the number of visitors to the total profit, and you will have your visitor value.
Let’s say that your average visitor value is 22 dollars. Some visitors don’t pay, but others are willing to do so. You will have to keep in mind that static analysis aren’t always correct. Some months may bring bigger profits than others for example. This is why you have to prepare for many surprises. However, if your visitor value is 22 dollars, this means that you can spend this amount on PPC without losing profit. Nevertheless, if you feel that a certain keyword, which is more expensive, will greatly increase the value of your site, you should take the risk. We cannot decide what is best for your business, and it is up to you to take risks or not. If you want to play safe you should buy cheaper and less popular keywords which might attract readers.
Putting PPC to work:
Most people believe that it is sufficient to chose their keyword and be done with it. They are gravely mistaken. In order to succeed with your online business you have to set clear goals. For example „I want to increase my average visitor value from 10 dollars to 20 dollars”. This way you will know exactly where, when and how much you are willing to invest in your keywords in order to obtain a good long-term ROI.
In conclusion, you will need quantifiable measurement if you want to successfully track your PPC campaigns. Once you become familiar with the basic options of PPC you can try other PPC programs that might help your business.