If you run an online business, the chances are that one of your main marketing tactics will be pay-per-click advertising (PPC). PPC ads are a great way to put your brand in front of relevant customers and can be instrumental in building and maintaining your customer base. But how exactly do they work? And why should you use them? In this article, we will discuss how PPC advertising works, why it’s so effective and how you can get started with PPC today!
The Basics of PPC Marketing
PPC, or pay-per-click advertising, allows businesses to create online ads that people see at the top of their search results when they search a certain keyword. If a user clicks on your ad and visits your website, you’ll be charged. For instance, if you run an eCommerce site, like Nordstrom or Kohl’s, then it would make sense to have specific ads pop up for terms like winter booties or stylish dresses under $100. It also helps if you know exactly who your customers are (i.e., women in their late 20s living in Chicago). So that if someone searches for best winter booties for Chicago girls your business can show up first!
The Advantages of Using a PPC Company
While most businesses have heard of pay-per-click advertising or PPC, few understand how beneficial it can be to their business. Many businesses often wonder if PPC ads are worth their time and effort, but they don’t know exactly how they work. Before we get into that though, let’s take a look at what a PPC company can do for your business. First off, a dedicated PPC Company understands all aspects of pay-per-click advertising. This includes things like getting your ads up quickly on Google, Facebook or Twitter as well as making changes if needed in order to get more clicks. While not everyone has experience with something like PPC marketing, those who do understand its intricacies from start to finish.
Pitfalls to Avoid When Implementing a Pay Per Click Strategy
One of biggest pitfalls to avoid when implementing a Pay Per Click strategy is not considering your conversion rate. Although clicks can be a great way to bring in new customers. If your conversion rate isn’t high enough, then these clicks will end up costing you more money than they bring in. You need to find a balance between your CPC cost and how many conversions those clicks will lead to. Another pitfall many businesses face when implementing a PPC strategy is over-optimizing their ads. There are many different factors that go into creating a highly-targeted ad, but one that too many companies overlook is unique ad creation for each separate keyword.
Common Mistakes Made by Newbies
1. Going for clicks instead of conversions:
The most important thing to remember when using PPC advertising is that your goal isn’t to get as many clicks as possible. It’s to get people who click onto your website to do what you want them to do (i.e., buy a product, register for an event, fill out a lead generation form). If all you care about are clicks, then there are cheaper ways of getting them than advertising on Google or Bing. Instead of throwing money at expensive traffic, focus on optimizing your landing page so that visitors see exactly what they came for immediately upon landing on your site.
2. Not defining conversion goals before creating ads:
You can’t measure success if you don’t know what success looks like. Before creating any ad, figure out how you plan to measure its effectiveness. Is it leads generated? Sales made? If your only metric is clicks, your results will be unpredictable at best—and useless at worst.
3. Not tracking metrics after launching ads:
All that time spent creating ads and setting up campaigns doesn’t mean much if you aren’t tracking results afterward. At a minimum, track which keywords drive traffic to your site, how long those visitors stay on each page. Where they go next and whether they convert into leads or sales—or not!
Where to Get Started
If your business needs to grow, but lacks budget for traditional forms of advertising. Your best bet may paid search (sometimes called pay-per-click). By using Google AdWords or Bing Ads—the world’s two largest online ad platforms. You can target prospective customers while they are actively searching for information. Doing so enables you to efficiently hone in on people who are already interested in what you have to offer. Bringing conversions at a much lower cost than other forms of advertising. A successful paid search strategy includes carefully choosing keywords. That will drive relevant traffic to your website, creating high-quality ads. That align with what people expect when visiting your site and bidding on those words at a competitive rate.
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