PPC, as it’s known in the industry isn’t always as clear and simple as we would like it to be. When you’re looking into it for the first time, no doubt there will be a few unknowns – predominantly, does it work and is it worth it? But probably the main questions you will find yourself asking are: can I use it as part of my business marketing strategy, and where do I start?
Let’s start simple. What is Pay-Per-Click marketing anyway?
Well, when you use a PPC platform such as Ad Words or Facebook Ads, for example, you create a short advert that contains content about your business or promotion. The platform will then target your chosen demographic so that the ad gains views and then, depending on the action taken by each viewer, you are charged …for example, ‘per click’. The most useful thing about marketing in this way is that you rely on the platform to work for you and to show your ad to targeted audiences who are likely to have an interest in your promotion. In short: click = lead = conversion. That’s what marketing is all about, right?
Does it really work?
In short… yes. But there are some variables to your PPC success. The most important one is getting your content right. This is a big one. Many people who opt for the Google Ad Words rout will rely on experts in the field to help them make sure that they are hitting the mark with their content and target choices. So, if this is your first time considering PPC, make sure you either do a lot of homework, or talk to a pro. The last thing you want is for your ad to fail due to misplaced content or clumsy targeting. Mike Johnson of Best Freelance SEO, a UK digital marketing company says its so easy to waste money on PPC campaigns, so it’s imperative to use the services of a professional SEO company.
What are my options for running PPC campaigns?
Definitely the most popular platform is Ad Words, simply due to the power behind the tool and the appeal of appearing on a Google search – arguably the most popular search engine overall. What’s more, YouTube Ads can be bundled in with Ad Words and, with video gaining upwards of 80% of all web traffic, it’s kind of a no-brainer. But you can also opt for alternatives such as Facebook Ads, Twitter Ads, LinkedIn and Instagram advertising (technically linked to your Facebook campaigns) to name a few. Social platforms are excellent places to run ads like this, and they still remain very affordable. On the other hand, with Google Ad Words, your promotion is being shown to potential customers using search terms that land right on what you offer. Again, making it the more popular choice for business.
Is it worth it?
To answer this question, you should know that PPC campaigns work on what the industry terms, ‘bids’. This basically mean that you choose the price you are happy to pay ‘per click’, you also determine how long you want the ad to run for etc… there are, again, some variables to play around with. But PPC is popular for a reason – it works. But if you’re going in blind, you are potentially undermining all of the effort you have put into building your brand identity to date. So, guidance is a good place to start.
We started with two questions about PPC at the beginning of this article: Can I use it as part of my business marketing strategy (absolutely), and where do I start? Well, you already have – you’re researching the basics.