PPC advertising, otherwise known as SEM (Search Engine Marketing), is one of the fastest growing and cost-effective methods of advertising online. I am a strong advocate of PPC and believe the rewards greatly outweigh any doubts or concerns you have with the risks associated. PPC, if done correctly, can be the most profitable marketing channel for your company. Most PPC is done using Google Adwords, so I will base these suggestions off of what Google has eplained. Here are 5 reasons why PPC can help your business grow unlike any other platform.
1st Page Exposure
PPC is the fastest and easiest method to getting on the first page of the search engine results page (SERP). If your website doesn’t appear on the front page, or even within the top 5 placements on the SERP, you are not going to have a consistent amount of online traffic. Your advertisement placement is based on Ad Rank, which is graded on two criteria: quality score and your bid amount. Your quality score is determined by your expected click-through rate, ad relevance, and the landing page experience. Your bid is in your control. Google has a suggested bid on their Adwords site, but only use that number as a reference. If you want to show up on the first page or the the number 1 or 2 spots, you will most likely have to bid more. There is no definitive bidding strategy that will guarantee those top spots, but if you are just starting out with PPC, it will be best to bid high for your selected keywords and adjust your bids later. Initially bidding high will give you a higher chance of showing up on the first page and that will not only add value to quality score, but will also get more traffic to your site.
Pay for Clicks
The most advantageous aspect of PPC advertising compared to other platforms is that you only pay for the clicks, not the impressions. Your ad could show to 1,000,000 people on Google, but if only 1,000 of them click on your ad, you only pay for those 1,000 clicks. On top of only paying for clicks, you have the power to limit your budget to a certain amount of money per day so that you don’t go over your online marketing budget.
Wasting ads on customers who aren’t looking for your products or services is probably the most frustrating aspect of online advertising. The benefits of using Adwords is that you can modify your keywords to include certain variations and exclude the detrimental variations. The types of keyword variations you can make on your keywords are exact matches, phrase matches, modified broad match, broad match, and negative keywords. These keyword modifications will help you develop an efficient Adwords campaign over time, you just need to look at your data and see why certain keywords are performing poorer than others. If you want to read up more on keyword modifications, click here.
As your ads show more and your Adwords account gains more information over time, you will be able to integrate that data with other online advertising platforms such as remarketing and social media advertising. Using your data from your PPC campaigns to track your customers and know their buying behaviors is critical in today’s digital world. Without an understanding your customer’s online behaviors, targeting your current customers and finding new customers is merely a guessing game, which can prove to be unsuccessful. Successful companies will use this data to make smart and educated decisions in their marketing strategies so that they can maximize their profits.
With Google Adwords, you are in control. You get to control your budget, your audience, the network you want to display ads on, etc. You have control over how you want to display your ads and you can test to see which ads or variations of ads are the most appealing and effective for driving conversions. You control what time of the days your ads will show and you can even target specific geographical locations so that you can reach the right customer at the right time. PPC advertising is all about you having control over your campaigns so that you can fulfill your marketing needs.
How to Start Your Own PPC Campaign
Starting your own PPC campaign[s] is really simple. If you have a Google account, you can start. I would advise you to not starting PPC unless you have studied up on PPC and have some knowledge and background in it. There are plenty of sources that provide study material, including Google. Study and, if you are feeling ambitious, take the Google Adwords Fundamentals exam to test your knowledge. If you feel like you don’t have the time to study up on PPC, then I would advise you to to either hire someone who has the experience and knowledge you need or to find an agency to do it for you. The start of your PPC campaign is the most critical time of the life of your campaign because it will determine right off the bat if you will or will not rank high for your keywords in the future.
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