For businesses both big and small, online marketing is a great way to gather leads and possible sales. When it comes to online marketing, there are generally two main ways for business to get traffic to their sites: SEO (search engine optimisation) and online ads. One of the most popular forms of online advertising is known as pay-per-click (PPC) advertising.
PPC is a somewhat cost-effective form of inbound marketing that will bring targeted leads to your website. One reason it is so popular is that it is rather simple – you run your ads, and how much you pay depends on how many people click on your ads. So, you’re basically paying for traffic to your site. The premise is rather simple, but a lot actually goes into setting up a good PPC ad campaign, so if you want it to be truly effective, it’s best if you can hire a professional to do your ad campaigns for you.
Most PPC campaigns are done through search engines such as Google, Bing, and Yahoo. Google has its AdWords program, and Yahoo has Search Marketing. You will place a bid with them for ad space as a sponsored link. Then, when someone searches for a keyword related to your ad campaign, your ad will pop up. When they click on your ad, they will be taken to your website, and you will pay for their click.
Sounds easy, right? Sure it does. But is it right for your small business? How can it help you? Let’s look at the pros and cons.
*Fast, immediate results.It’s quick and easy to set up an ad campaign. Ads can be placed at the top of Google results within minutes of setting up an AdWords account.
*Measurable results. PPC are easier to measure than other forms of online advertising. You can easily measure just about anything related to your ads. For example, you can see which keywords are bringing in traffic and how much you are paying per click and per lead.
*Timely. PPC is good for promoting limited-time offers, upcoming events, and other time-sensitive things that would best be handled by a short-term, high-impact campaign.
*Presence. PPC ads help boost your SERP presence. Your brand will have a greater presence on SERPs, giving you the appearance of greater authority to search engines and searchers.
*Control. You have control over your ad content, any images associated with it, and which landing pages they will direct to. You can choose when and where your ads will appear, so you can better reach your targeted audience.
*Cost-effective. As a form of inbound marketing, directing traffic to you, PPC is more cost-effective on a per lead basis than other, outbound marketing techniques.
*Repeatable and scalable. Once you know which keywords are working best for your ads, you can use that to scale your campaigns with the use of related long-tail keywords and optimise your ads for stronger results.
*Learning curve. It can take a while to learn the ins and outs of running a PPC campaign.
*Costly. Yes, PPC can be cost-effective, but it can also quickly become quite costly if you’re not careful and don’t set up a budget properly.
*Targeting difficulty. It can be hard to target an audience with the right keywords if the audience doesn’t neatly fit into a search category
So, how can PPC help small businesses? PPC is a good way to combat your competition. PPC campaigns help your brand to stand out by giving it a search engine result presence. Your business can also stand side by side with your competition, as a good PPC campaign will get you noticed and make you look big. Sales and revenue will also increase as those who click on your ads become converted into customers.
Do you use PPC advertising? Do you have any PPC tips for our community? We’d love to hear from you! Please share in our comments box below!