PAY PER CLICK IN AFRICA
So you have decided to give pay-per-click search a try. Pay per click
advertising is one of the most affordable advertising options available
to small businesses. But like most advertising, you need a good strategy
to get your moneys worth. I find that too many people running their
first Pay per click advertising campaign make mistakes that can quickly
turn expensive.
Recent interest in pay per click advertising has seen a flood of Kenya companies posting their ads on Google and other Pay per click advertising providers. The only setback being in the relative inexperience in the picking of keywords and management of the cost to ensure a fair return on their investments.
The basics require that the first thing to do is to establish the exact cost for the pool of targeted keywords. Extracts of data from the leading Pay per click advertising providers show that high traffic keywords can cost an upward of $ 5.00 or about Kshs 400.00 per click at present exchange rates. Affordable?
Present web averages pin conversion rates at just 2% of all web visitors. Essentially only one for every 50 visitors. At the present rates this translates to $ 250.00 or Kshs 20,500.00 for every sale you make. This is clearly not sustainable.
So you still want high volumes of traffic from your Pay per click advertising campaign, the solution is to cast your net broadly, targeting a large number of less popular keywords. These words are usually less expensive and taken as a group can give you a considerable volume of traffic.
Case in point, you run a tours company and wanted to rank high for the keyword Kenya safari. That particular keyword receives over 90,500 hits per month on international search.
Recent interest in pay per click advertising has seen a flood of Kenya companies posting their ads on Google and other Pay per click advertising providers. The only setback being in the relative inexperience in the picking of keywords and management of the cost to ensure a fair return on their investments.
The basics require that the first thing to do is to establish the exact cost for the pool of targeted keywords. Extracts of data from the leading Pay per click advertising providers show that high traffic keywords can cost an upward of $ 5.00 or about Kshs 400.00 per click at present exchange rates. Affordable?
Present web averages pin conversion rates at just 2% of all web visitors. Essentially only one for every 50 visitors. At the present rates this translates to $ 250.00 or Kshs 20,500.00 for every sale you make. This is clearly not sustainable.
So you still want high volumes of traffic from your Pay per click advertising campaign, the solution is to cast your net broadly, targeting a large number of less popular keywords. These words are usually less expensive and taken as a group can give you a considerable volume of traffic.
Case in point, you run a tours company and wanted to rank high for the keyword Kenya safari. That particular keyword receives over 90,500 hits per month on international search.
