Investing in paid advertising as part of your digital marketing plan may be a really smart investment. It may also be a big waste of money. So how do you know which if this form of search engine marketing is right for your business – we have six tips to consider in making your decision.
What is Pay-Per-Click?
Pay-per-click marketing is a digital marketing tactic allowing advertisers (you) to pay for ads across the internet. PPC marketing is prominent as you use search engines like Google and Bing. The ads are frequently on top of the organic results and draw your eye before the organic results.
Organic vs Paid Traffic
Let’s define organic and paid. Organic results are web pages that use search engine optimization (SEO) principles to rank high in search results without paying for top billing, so to speak. To garner top billing – frequently you must pay for the PPC ads, or pay for your site’s traffic.
Options for PPC
Ads may take one of several formats on search engines or social platforms.
Text ads are usually found on search engine result pages (at the top and perhaps also the bottom). The advertiser is charged each time a searcher clicks on the ad. The searcher is directed through a link to a landing page or page on your website.
Product ads appear on search engine results pages as well. Advertisers link their product feed to Google or Bing and when clicked the searcher arrives a specific product page of the advertiser.
Banner ads use images to attract attention. These types of ads are targeted to searchers based on pre-set criteria like interests and behavior tracked through their online activity. Many times they appear at the top, side or bottom of web pages on blog, community or news-based websites. This is the kind of ad that seems to follow you around the net.
Google AdWords and Bing search engine placement is the most common place to find ads. Also available are paid ads through Gmail, YouTube and social platforms like; Facebook, Twitter and LinkedIn. Yelp and Instagram are also becoming popular advertising platforms.
Who Should Use PPC?
Almost any small business could benefit from a well-structured campaign. If you have a local business, a business with repeat purchase cycles or high profit margins consider PPC within your digital marketing plan. Keep in mind the keys to a well-structured campaign:
- Clear campaign goals
- Identify target audience(s)
- Relevant keywords
Paid Advertising … The Benefits
Well placed ads can get immediate results. Spending is controlled through account settings and your ad reaches the specific target(s) you set for demographics, search behavior, geographic location, device used, etc.
Some products and industries have used PPC ads consistently and have driven up the cost per click, so it can be spendy. You need to have an offer and follow-up tactics that lead to the conversion you are seeking or you may be paying for pointless clicks.
Should I do it myself?
While seemingly easy in concept, PPC management can get tricky. Determine advertising guidelines, budgets and managing the account and campaigns for optimal results can take time and could be expensive if you don’t know what you are doing.
Looking for an expert to manage your PPC efforts? You are in luck, we have been managing many campaigns for several years. Next week we’re going to talk about Facebook Advertising – check back to learn more.