Google adwords or PPC: What can it do for your business
If you have a website, chances are that you may have already heard about pay per click (PPC) and Google Adwords. However, few business owners realize the efficacy of this form of marketing. So if you have just made your foray into the world of online ventures and would like to use PPC to increase the visibility of your site; here are answers to some crucial questions that you may have.
What is PPC or Adwords
PPC or Adwords is Google’s flagship advertising campaign where online business owners can place an advertisement on the SERPs (search engine result pages) of the company. The ads are placed in such a way that they are only displayed when a person enters certain keywords related to the niche in the search bar.
One of the reasons why pay per click marketing is wildly popular is because the business owner does not incur any cost for the display of the advertisement. You will only have to pay when somebody clicks on your banner.
How do I use PPC in my business?
Pay per click marketing can be used to drive highly targeted traffic to your website. PPC campaigns are known to yield remarkable results for online establishments that sell products and services.
In order to use PPC, you will need to start by determining the right keywords for your business/niche. Fortunately, there are several tools that can be used for the job including one provided by Google, which is very accurate.
The next step is to determine the amount of money that you are willing to spend on your PPC campaign. It will be worthwhile to remember here that pay per click has a very high conversion rate, so depending on the keywords you choose and the efficacy of your advertisement; you may have a money churner on your hands.
With all the planning done, you will simply have to place your bid on the number of clicks on various keywords. People with the highest bid will have their ads ranked on top of the Google SERPSs.
The monthly budget for PPC
Since you control every aspect of a PPC campaign, you also have the liberty to set an appropriate budget for pay per click marketing. You will find that there are several aspects which will have a bearing on the success of your PPC campaign, not least of which is the keywords that you choose. Depending on the popularity of the keywords that you pick, the campaign may cost you a mere few cents to a few dollars per click.
So, you will need to ensure that you are very stringent when choosing the appropriate keywords. For instance, if you intend to service the local market in Los Angeles and have plans for expansion to Nevada in the next five years, it would not make any sense to bid on all the Nevada search terms. If you are not careful, you will find your PPC budget evaporating at an astounding pace.
Can PPC increase my sales or leads?
While only one third of the people who use a search engine will click on the paid ads, people who do visits your landing page through PPC ads are 1.5 times more likely to convert. Add to this the increased time spent by visitor who get to your site through PPC ads. Ordinarily a visitor may not spend more than 3 minutes on your site (universal average); however, people who are sent to your site through a pay per click banner tend to stay longer, often for 11 minutes or more. So, you can be quite sure that they are very interested in your products/services.
Also, pay per click marketing drives highly targeted traffic to your website; as a matter of fact, you can reach local clientele within 20 miles of your business with impressive accuracy.
Another factor that stands in favor of PPC is the availability of tracking tools which help you to gauge the impact and success of your marketing initiative.
Getting started with PPC using a managed service
There are several aspects that need to be carefully analyzed in order to design a PPC strategy that will yield quick and significant results and all of these factors are interlinked. So, as a novice, you may find the task of developing and implementing an effective PPC campaign daunting.
On the other hand, PPC management can be made considerably simpler by choosing an establishment that offers PPC services. These companies will usually provide a range of services that cover the whole gamut of aspects that go into the making of a successful pay per click campaign.
Another advantage of using a PPC management firm is the fact that a pay per click campaign needs almost constant attention to ensure that things are going as planned. A business owner may deviate from his core business functions once he gets involved in his own marketing initiatives. This is another reason why you should consider hiring PPC services from a professional firm.
Also, companies that offer PPC management services have ample of experience devising strategies that befit a specific niche/sector or even business.
Can I do PPC with SEO?
Au contraire to what people believe, SEO and PPC are not adversaries in the marketing world. As a matter of fact, you can use one to compliment the other and greatly increase the reach and impact of your marketing strategy.
While SEO will help to increase your online visibility and drive more traffic to your site, PPC can help to augment your conversion rate so both strategies can be employed in tandem with each other.
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