Pay Per Click (PPC)

Pay-per-click marketing, or PPC, is a powerful marketing tool that exists on the Internet for websites and mobile apps. It requires some money up front to fund this campaign, but essentially, PPC efforts can generate more clicks and downloads of your apps for a price. The advertiser of a specific mobile app will pay a publisher each time one of their ads is clicked on through the publisher’s app or site.

Have you heard of Google AdWords? This is one of the largest PPC entities in the world. It offers services such as search engine advertising, website advertising, and mobile app PPC. Advertisers can bid to place an ad within the link of a company, and the consumer will see this ad after performing a search for that company. For each click that is achieved, the advertiser will pay the publisher who agreed to host an ad on their site or mobile app.

How to Get Started with PPC

There are a few key factors that can make a PPC campaign successful. These factors also dictate how the campaign itself can work. It is important for an advertiser to do research about a certain app and the niche that the app appeals to. This will help the advertiser place more successful ads and generate more clicks, with the hope that the clicks will turn into more revenue.

The key factors to consider include:

• Landing page quality – Does the mobile app have a strong landing page? Is the landing page getting a lot of hits? Is it designed with good aesthetics and a simplistic message for consumers to enjoy? A good landing page will have keyword groups and plenty of space for ad text.
• Quality of the mobile app – How popular is the mobile app already? Is it a good quality app with a lot of features and options available to customers? Will it be a big hit? If so, it may be an opportune time to seek available space on that app.
• Presence of keywords – are there relevant keywords set up on the app’s landing page, description, and in other areas? Is it guaranteed to bring in a lot of hits based on relevant searches? Advertisers seek the best apps for the biggest chances of success.

Having Multiple PPC Campaigns

It is possible to have multiple PPC campaigns. This can be good for establishing a presence as an advertiser, and ensuring that more revenue will be generated. Once campaigns are established, they need to be constantly monitored and managed in order for them to remain successful. The Internet is a constantly shifting field, and live changes can occur at any time. It’s best to keep a watchful eye on your campaigns by managing the following sections:

• PPC keyword review
• Costly PPC keyword removal or management
• Split ad groups
• Negative keyword additions
• Landing pages

There may be several parts of a PPC campaign that are like a weak link in a chain. By fixing, removing, editing, or adding things that can fix this weak link, the PPC campaign can become stronger.