Whether you’re a small business or a large corporation, utilizing Pay Per Click advertising can be a beneficial marketing strategy for your company.
What is PPC
Known as Pay-Per-Click (PPC) or Search Engine Marketing (SEM), this marketing model allows businesses both big and small to create ads and compete for ad space on search engine result pages as well as various social media platforms.
Simply put, Pay-Per-Click advertising means that you pay only when an individual clicks on your ad and is directed to your landing page / website.
How Does It Work
Advertisers are able to bid on the placement of their ad on search engine result pages, such as Google, Yahoo, and Bing. Additionally, advertisers can utilize social media platforms such as Facebook, Twitter, Instagram, etc. For our purposes, we’ll focus on search engine PPC advertising.
Develop a Marketing Campaign Strategy
In order to effectively advertise you need to have a plan of action with a purpose for your advertising. Consider the following elements of your campaign:
- What is your objective?
- Do you wish to generate leads, increase sales or lower Cost-Per-Acquisition?
- What keywords would individuals use to search for your products or services?
- What is your budget?
- What is your objective?
Once you determine these elements you can then decide the following:
- Duration of how long you’ll run a campaign (start and stop dates, if applicable)
- Keyword match types (broad, modified broad, phrase and/or exact)
- The maximum price you’ll bid on a keyword
- Audience targeting
- Other settings including device, time of day bids, location, etc.
With specific keywords and targeting methods in place, you can create ads relevant to your business. A good practice to consider is keeping our ad text relevant to your brand and keyword specific. With all these elements, you can construct a well thought out campaign that is targeted to your audience and that will generate the best return on ad spend.
Why PPC is Beneficial to Your Business
PPC works for all budgets. While you want your bids to be competitive, your goal is to get the best return out of your ad spend. Utilizing various targeting methods and keyword approaches can help you achieve this goal. If you have a smaller budget, you can incorporate keywords that are further down in the sales funnel, targeting people ready to buy versus people interested in your products or services.
PPC allows you to test different marketing content. In this digital age, you can test different ad messages to see if different text drives traffic to your site and improves conversion rates.
PPC gives you results. Whether your campaign is performing subpar or wonderfully, no matter what you’ll be able to see the results. If you’re finding subpar results, you can easily readjust and test new ad text, keywords and placements to get your campaign performing how you want. A well organized campaign can save you time and money, giving you practical insight into your marketing performance.
Why Hire a Google Partner?
Implementing PPC advertising can be a daunting task and there are so many factors to consider you may not know where to begin. That’s why you need the help and expertise of a Google Partner. Google Partner agencies are certified Google Professionals, trained in Google Adwords and have had success growing their clients’ businesses as well as their own business. A certified professional will help relieve your stress of implementing PPC advertising and help you set goals to meet your company and campaign needs.