Pay-per-click, or PPC, is an internet advertising model in which you pay online publishers to drive traffic to your site, often by bidding on keywords or key terms. Google’s sponsored ad sections are a good example of where you might set up a PPC campaign to increase the volume of traffic being driven to your landing page. PPC should be an essential part of your overall marketing strategy for your dating site.
The most popular keywords are highly competitive, meaning lots of people bid on them so they’re charged at a premium rate. Therefore, it’s important to bid on specific and relevant keywords to achieve a good volume of impressions.
How to set-up a PPC campaign
1. Set up a Google AdWords account by following this link.
2. Decide on who you want your marketing campaign to target. For example, if you want to attract traffic for a certain niche or location, you should choose keywords that target these. Think about the message you want to get across in the ad copy and, if applicable, what your banner ads will look like.
3. Choose which type of network you want to use. You have three options.
Display – The Google Display Network will show your sites on a range of websites across the web. You can target users by their interests, which Google collects through the sites that those users visit. You can create text or banner ads for this format.
Search – Advertising on the major search networks such as Google and Bing will bring in high quality traffic, as these users will be searching directly for your product or one like it. Ads appear in text form and appear at the top, side or bottom of the results page.
Video – Some sites across the web have ad spots specifically for video ads. You also have the option to advertise on YouTube with pre-play ads – you can set up these campaigns in Google Adwords.
4. When you’ve selected the type of advertising you want to use, you can start building your campaign. You should set the demographics, location, language (if applicable) and more.
5. You then need to schedule the ads, adjust your bids and decide on your daily budget. The higher you bid, the more prominent your ads.
6. When you’ve done this, you can create your ad groups, the ads themselves and add keywords that are relevant to the campaign. You can get keyword ideas from Google’s Keyword Planner tool.
What else to consider
The cost-per-click (CPC) is not the only factor that search engines consider when choosing which sponsored ads to display. They will also analyse the relevancy of the text, the contents, the popularity with other users (whether it’s been clicked on before) or whether the text ad destination page is relevant to the keywords that were initially searched.
All our Partner Managers are Google certified and have plenty of experience working with PPC campaigns. For any more information, contact the partner team today.