There are many different strategies to consider when implementing an online marketing campaign, and while many marketing experts tend to emphasize the importance of organic search, it's a good idea to supplement your organic search efforts with the use of PPC (pay-per-click) advertising. PPC advertising can be an incredibly effective way to promote everything from new products to new blog posts, to drive more traffic to your website and to help increase brand exposure. Read our blog to learn what you should know about pay-per-click advertising.
The following are some key things that you should know about PPC advertising before deciding to leverage it for your online marketing strategy:
What exactly is PPC advertising?
PPC advertising is a type of advertising that occurs on search engine results pages. Basically, you choose a keyword to use for your PPC ad. When a user does a search using that keyword, your ad has a chance of showing up either at the top of the search results page or to the right. Typically, companies that put in the highest bids for the keyword have a better chance at being displayed, which means it's a good idea to use unique and specific keywords that are relevant to your brand. You don't actually have to pay for the display of the ad - instead, you'll pay the bid you put in for every time that your ad is clicked on, which is why it's called "pay-per-click" advertising. Because PPC ads are ads run on search engines, you'll want to use the PPC advertising tools provided by major search engines. These tools include Google AdWords, Bing Ads and Yahoo: Search Ads.
What are the benefits of PPC advertising?
It can be quite difficult to rank organically on search engine results pages, especially for more competitive keywords. Buy using PPC ads, you'll increase your odds of being seen by users even if your website isn't ranked on the first page for the keyword you are using. Because PPC ads have visual elements, they also tend to be the first element on the page to draw the eye. So basically, you'll get much more exposure, which can help you promote your business more effectively as well as boost your web traffic.
What makes up a PPC ad?
While a PPC ad can be a simple text ad, you also have the option of making your PPC ad a video, banner or product listing. You'll want to add an attention-grabbing headline that tells readers what your ad is about, a display URL that tells readers what company is hosting the ad, add a destination URL that tells readers where the ad will take them, and - last but not least - a description that entices readers to click on your ad.
Can you target your PPC ads?
The keyword isn't the only way you can target your PPC ads - most search engine PPC advertising tools also allow you to target your audience based on the device they are using (such as desktops or smartphones), the location that they are in (if you are trying to target customers that live near your company's physical location) and language.
PPC advertising can be a very effective component of your online marketing strategy.
Written By Mike Tungate
Hello! I am the Web Services Manager @ EnvisionIT Solutions. I create beautiful websites, branding and marketing systems for businesses. Let me know if you have any questions. I am an avid photographer and a lover of musical instruments.