Tag Archives: online advertising

PPC vs. PPC: The Difference Between Click and Call

The better known between the two PPCs, pay per click is an online advertising tool geared towards increasing website visitors. Advertisers are charged an agreed rate for every user click.

Pay per click ads appear next to search results. The ads are matched to results based on your chosen keywords. The ad contains your company or brand name, a short description, and a link that directs interested users to your website.

The good pay per click service providers usually offer advertisers a periodic report that informs you of click through rates (CTR) and keyword trending analyses. All these are based on online activity in relation to your ad. You just have to decide whether or not you’ll take the service’s word for it. Otherwise, you can do your own tracking and analyses.

Note that pay per click ads do not make the sale for you. These ads, if well written and well placed, attract the correct type of people to visit your website. It is all up to your website content and product offerings to make a successful sale.


Pay per call shares the same business model with pay per click advertising. The only difference is that instead of paying for clicks, you pay for calls received.

Pay per call is also a web-based advertising technique. While pay per click ads are clickable and designed to direct interested people to your website, pay per call contains a toll-free number that allows interested people to call your company and speak with a company’s representative.

The edge of pay per call over pay per click is that advertisers like you are given more targeting options besides choosing to appear next to niche keyword search results. You can also limit ad appearance to certain category searches and narrow it further to specific geographic areas where you’d like your pay per call ad to appear.

Generally, pay per call ads appear with your company name, your address, a short description (that must be well written), and the toll-free number that redirects to an assigned telephone in your office.

The effectiveness of pay per call advertising may be easily gauged based on the number of received calls. Of course, the pay per call ads have the same goal as pay per click ads: to get the right people to become interested in you.

In this case however, closing a sale depends on an actual person answering the phone call, and not a website. A good marketer will find no problems engaging the caller and eventually, he or she can direct the caller to an actual store or a website. In any case, the interested caller already has initial contact with your brand through another human being. Brand affinity can be achieved at a better rate through human interaction.

Your marketing goals
Making the choice between pay per click and pay per call depends on your marketing goals and other campaigns that make up your overall marketing strategy.

The best way to determine the most suitable online marketing tool is to know your target market well and assess your company’s strengths. If you know for a fact that your website is a strong selling tool, then by all means, go for pay per click ads. On the other hand, if you find your frontline employees as your biggest asset, then pay per call could do you a lot of good.

PPC Keyword Tips: Convert Clicks to Sales

Pay per click (PPC) is a common online marketing tool. Online advertisers bid for the keywords they want and their PPC ad appears next to the top searches that correspond to their keywords. Advertisers are charged depending on how many users click the ad.

The good, the bad
The great thing about PPC is that it charges according to the number of people who clicked your ad and were consequently directed to your website. This online advertising tool could be cost effective if it is able to attract the right customers—those who are genuinely interested in what you have to say and offer.

On the other hand, bad keyword choices and poor copywriting for your PPC ads are disastrous for your overall campaign and could eat through your marketing budget. Imagine paying for all the clicks made by people who are interested only in freebies and bargains—worse, people who click ads just for fun.

The best way to make PPC ads work for you is to make sure you own the correct keyword associations, so that you can limit clicks to those who are genuinely interested and who make good candidates as clients. Below are 4 tips that deal with keyword choices so that you can maximize your marketing budget and assure ROI.

For the following keyword tips, let’s pretend that you’re selling eco-friendly, athletic shoes for women.

1.    Know the generic keywords and avoid bidding for them
Generic keywords are what people use to search for a category without knowing what information they need exactly. Based on our sample product, a generic keyword could be shoes or women’s shoes and its variations like shoes for women.

To the PPC neophyte, generic keywords might seem to be the way to go. However, consider how many people who search for women’s shoes would really be interested in your type of product.

Avoid generic keywords to avoid paying for random clicks by a generic market. Niche is the key.

2.    Add modifiers, track and adjust
Modifiers are words you add to the generic keyword that your product belongs to. Going back to our example, if your generic keyword is women’s shoes, the modifier could be athletic. So, your set of PPC keywords become women’s athletic shoes and its variations, including athletic shoes for women.

Adding modifiers to your keyword set automatically narrows down searches where your ad will appear next to, thereby cutting down the number of random clicks.

3.    Use long tail keywords
As the name suggests, going “long tail” adds more market-specific words that only your niche market will bother searching for. Adding eco friendly to athletic shoes for women limits the appearance of your PPC ad to a very specific search.

This kind of focus significantly lessens site visits from random clicks. You spend less as you increase your ROI by attracting only your niche market who are interested enough to end up making purchases.

4.    Say no to negative keywords
Words like “free”, “bargain” and “discount” may look attractive, but you don’t want them in your PPC ad copy. These words will effectively encourage clicks, but you’ll be inviting freebie and bargain hunters, neither of whom will give you profit.

Remember that you want quality clicks that will come from niche customers who are interested in what you have to say and offer.

3 Tips to Increase Readability of Your Website Content

Your target market surf the Internet to quickly find information they need. Remember that your website functions primarily as an advertisement. With the pervasiveness of media, expect your target market to be doing a lot of things while surfing online.

Multiple browser pages and tabs are likely to be open. Their television sets may be turned on. At the same time, they might also be listening to music and flipping through a magazine. While all that is going on, their friends call them on their mobile phones. Seconds later, they receive a text message.

No one really pays as much attention as advertisers would like them to. This is why the advertising and marketing industry continuously explores new ways to learn about the media consumption and purchase habits of particular market segments.

The Internet is a good advertising medium. Advertisers have all the room to craft better-targeted campaigns. If your website is relevant and focused on your niche, you’ve already captured half of your market’s attention. However, this isn’t enough to make them click the purchase button. The greater challenge is to make site visitors stay long enough to get to know your brand better and eventually make a purchase.

Your website is your ally
The technology behind creating a website is such that you can do almost anything you want. The key is knowing which elements work to your favor and which ones don’t.

The most important element of any site is content. Several researches on online behavior reveal that people read contents in an “F” pattern. They skim through the first 2 or 3 lines and then sparingly read through the first few words of the succeeding lines. This is your only chance catch their attention. Interesting pictures and colors can help, but they need to be relevant. Besides making sure to have niche and relevant content, below are 3 other tips that although simple, can help make significant improvements on your site content.

1. People like it short and sweet
Make your point as early as possible to keep their interest going. Don’t be afraid to break up your lines of text. One paragraph after another could tire out your visitors. Keep in mind that reading on a monitor produces more eye strain than reading on paper. Make online reading easy for them. This is also a good way to make sure that you only make them read what is necessary.

2. BIGGER IS BETTER, but not when you overdo it
Size is crucial. No one will read anything that is unreadable. The acceptable font size is between 10 points and 15 points. Anything bigger will make everything look long, discouraging readers to go on. Make sure your background provides enough contrast for your font color.

Your font choice can send subliminal messages about your brand. Classic serif and sans serif fonts are the best. You can explore how you can pair up serif and sans serif fonts to separate headings from the body.

3. Keep graphics to a minimum
Although animations and flashy graphics look nice, they distract users from the point your site is trying to make. Pictures are helpful as long as they are relevant and only attract attention when necessary.