Have you ever searched on Google or Bing and noticed that a few of the “results” are actually paid advertisements? Sometimes they’re in a shaded box or pushed off to the right side. Other times, they have a tiny “Ad” sign beside them. They look so similar to the organic search results, it can be hard to distinguish between the two if you’re not paying attention. Have a look at the image below. Can you see how it would be hard for some people to know the difference between a paid advertisement and an “organic” (non-paid) search result? After all, the content “above the fold” on Google.com search results is almost all paid these days.
But there is a difference. When you click on one of these advertisements (whether by accident or on purpose), Google will charge the company that bought the ad a fee. This is not the case with unpaid “organic” listings. That’s why you see so many paid advertisements “above the fold”, as opposed to unpaid results.
The process of increasing traffic to a website using these paid advertisements is referred to as pay-per-click marketing (also referred to as PPC marketing). This form of online advertisement is immensely popular, as you might have guessed given how dependent we are on the Internet generally and search engines like Google in particular. In fact, Google makes over $100 million per day on ad clicks alone! And if you do it right, PPC marketing can greatly improve both your website’s traffic and your overall revenue.
Why Use PPC Marketing?
PPC marketing services are available through both Google and Bing. Signing up with the program is easy, but optimizing your campaign to maximize your budget takes a little more talent. Advertising on search engines can be a fantastic investment, but only if you know the tricks and tools of the trade. If you want a great return on your investment, you need to finely-tune your ads and optimize your campaign to ensure that your keywords are perfect, your ads use persuasive copy, and each click garners you a new customer.
Sounds like a lot of work, right? Luckily, we here at 417 Marketing are experienced in the ins and outs of a great PPC marketing campaign. We know how to utilize negative keywords to pare down your number of clickers (ensuring that those who do click are serious buyers), how to specify a location to bring in local customers, and how to pick the best keywords for your business. Plus, we know how to test our campaigns using analysis and multiple ads. If something isn’t working, we’ll spot it and fix the problem so that you aren’t wasting your money on a fruitless campaign.
One of the best things about PPC marketing campaigns is that your advertisements typically run right away, or as soon as you choose to launch the campaign. Organic search engine optimization (SEO), on the other hand, while also very beneficial, can take three to six months for full results. If you want immediate gratification from your marketing efforts, PPC marketing is a good way to go.
Finally, because each click is costing you money, you need to do everything you can to tempt those clicking consumers once they land on your linked webpage. Instead of focusing purely on your PPC marketing campaign, remember to also consider your website and the specific page that the consumer will land on when they click on your advertisement. Your landing page should pick up right where the advertisement left off, pulling the visitor in instead of confusing them with unnecessary content, unattractive design, or messy navigation. Choosing the right landing page is essential if you want to make a sale. This is especially important for E-commerce websites.
PPC marketing is a great way to expose your company and its products or services to interested customers. After all, these aren’t just random strangers; these are consumers searching online for the very thing you’re selling! With the right keyword, a tempting advertisement, and an engaging landing page, you can turn Internet searchers into potential customers with just one simple click.