The Importance Of PPC For Digital Marketing
PPC (Pay-Per-Click) marketing is an incredibly important aspect of digital marketing that many businesses ignore, or at least severely underutilize. It’s the lifeblood of many startups because it’s very cost-effective and easy to set up, but to make sure you’re getting the most out of it, there are a few things you need to keep in mind. Here are some tips on how to best use a PPC company in your business to get the most bang for your buck with this form of marketing!
Why Does PPC Matter?
The most popular platforms to advertise on are our Google AdWords and Facebook Ads. And while they seem pretty similar, they each have their own strengths and weaknesses that make them appropriate or not-so-appropriate for different situations. The fundamental difference between them is how you bid on keywords: AdWords allows you to pick your maximum cost per click (or bid) while Facebook Ads costs you based on an auction system.
For example, if I’m selling gardening tools and I set my maximum CPC to $1, it doesn’t mean that every time someone clicks my ad it will cost me $1—that’s what we call budgeted CPC. It’s only when there are enough interested bidders at or above that amount that Google will display my ad.
What Is It And How Does It Work?
For those unfamiliar with it, PPC stands for pay-per-click. It’s a type of digital marketing that requires you to pay every time someone clicks on your ad. In other words, you pay based on performance rather than impressions. Paying per click makes it easy to figure out how much an ad cost you in terms of real dollars and is a good way to weed out poor-performing ads since you only have to consider how effective they are at attracting clicks.
Since most businesses would rather not spend money on campaigns that don’t work, PPC can give brands more certainty that their ad money is well spent.
Is It Relevant to My Business?
If you’re a local business, pay-per-click advertising is an effective and affordable way to get your name out there. Studies show that online search leads to more sales than any other marketing channel. According to ComScore, each additional dollar spent on local search ads generates $13 in incremental revenue. The fact is, when people are looking online they often do so with intent; they are ready to make a purchase.
With search marketing, you can target geographic regions or demographic groups within your immediate area or throughout your region. Additionally, if you have certain products or services that cater to seasonal spikes in demand (i.e., snow removal) then Pay Per Click campaigns can help you reach new customers when most businesses don’t have time for such investments.
How Much Should I Be Spending On It?
It’s vital to know exactly how much you should be spending on Google AdWords. If you don’t have a solid budget in place, it can be very easy to overspend and waste money on advertisements that aren’t converting into leads. Knowing how much you should spend will also help prevent you from worrying about your ad spend being too high. If you set a monthly or daily budget and hit it consistently, then there is no cause for concern.
In some cases, AdWords can even help save money when used strategically. For example, if your overall marketing expenses go down after starting an AdWords campaign because your sales have gone up enough to offset it, then using Google AdWords was a wise decision.
How Can I Improve My Campaign Results?
The most important factor in improving your campaign results is making sure that you are only bidding on keywords and search terms that are relevant to your business. For example, if you run a children’s book publisher, it doesn’t make sense to advertise on searches related to accounting software or insurance.
By being laser-focused on only bidding on terms and keywords related to children’s books, you give yourself a better chance at showing up in front of people who are looking for what you have to offer. That will help improve both your click-through rate (CTR) and conversion rate (CVR).
Is There Anything Else I Should Know About It?
Google AdWords and Bing Ads are both paid advertising platforms that can take your company’s website from ground zero to a well-known, high-traffic site in a matter of months. Although Google and Bing operate nearly identically with only minor variations, each site has its own benefits.
Some niches or industries may be better suited to one or another; depending on what you’re selling, you may get more bang for your buck by choosing one over another. It’s also important to note that both sites allow advertising across mobile devices, meaning potential customers will see your ads wherever they are – even if they’re surfing on their phones!
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