How To Do PPC The Right Way

Venturing into pay per click advertising can be a daunting decision for small or startup businesses, but once it’s successful, it’s certainly a worthwhile investment. Know, however, that you won’t make the perfect PPC ad on your first try. It requires a significant amount of knowledge and experience, but there is a way to separate a good PPC ad from a bad one. Here are some tips to help you avoid a failed PPC campaign.

business-meetingStart With a Concrete Plan

Before you even start going on Google, Bing, Yahoo, or Facebook, you have to formulate a plan for your ads.

What is the goal of your ads? To get conversions? Clicks? Raise brand awareness? Marketing lead generation? By rounding up your goal for your campaign, your materials will be created specifically to achieve that goal, and not to just generally appeal to your audience.

Identify Your Target Audience

Let’s be realistic, there are millions of users on the internet. Although it would be nice to have all of them buy your products, it’s simply not realistic. Your best bet would be to find those people who are most likely to do so, specifically audiences that are within your business area.

Fortunately, Google AdWords has targeting features that allow you to pinpoint audiences by gender, age, location, interests, income, occupation, and etc. So if your main audience is women aged 30-40 in New York, you can simply adjust the settings so that your ads will display to those people.

Use the Right Keywords

It’s also important to understand your customers’ behavior and decision-making process. What would make them click your ad? What would people be searching when they’re looking for your product or service?

You can also try adding the location you’re targeting. For example, “spa New York”, or “affordable spas New York”. Do some keyword research to find out which keywords would be most effective and worth bidding in.

websiteCreate an Optimized Landing Page

After you’ve successfully led your target audience to click on your ad, your next job now is to retain them and compel them to convert. How do you do that? With an optimized landing page.

An ideal landing page looks attractive, and more importantly, matches your branding. When a visitor arrives at your page, they should be able to have an idea on what it is about. The pages should be easily navigable. It should be convenient enough to use for your audience that they won’t be confused where to go.

It’s ideal to create a landing page for your campaigns. When the ad encourages them to sign up for an account, the link should lead them to the account setup page. That way, it’s easy for them to perform the action you wanted them to do.

Experiment With Different Strategies

Practice makes perfect. Luckily, you aren’t without guidance because you have the analytics available at your disposal. With analytics, you can see which strategies you employed in your campaigns worked well and which didn’t. This will allow you to tweak your campaign to make sure it’s at its best, and it can also help you improve the future ones.

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Launching a successful campaign definitely isn’t easy, and for the busy business owner, it can be quite time-consuming to maintain them as well. One pro tip is to outsource your PPC campaign management to a trusted digital marketing company.

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SEO Vs PPC: Do You Really Have to Choose?

choice

Search engine optimization and pay per click advertising are two relatively new methods of boosting one’s business presence-wise, and they are both undeniably helpful in doing so. With that, certain questions may lie. Should I invest in an SEO services agency? Or should I focus on PPC advertising services instead?

To help answer these questions, it’s a good idea to lay out some of the positives and negatives for each.

SEO

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Builds Credibility

With SEO, it’s all about getting your page a good search results ranking and getting a helpful amount of organic traffic for your site.

Your page’s constant presence in the results will eventually lead people to associating your page (and your business) with the corresponding search terms, effectively making you a sort of trusted authority on the matter. When your page has established trust among internet users, they’re more likely to visit and regularly check on your site.

When such a trust is built, you’d have greater opportunity to make your potential customers see why they should avail of your products or services and more importantly, they’d be more likely to listen to you.

Sustainable

Another good thing about SEO is that even if you halt efforts with it, its benefits will still be felt. It’s one of those things you’ll definitely be glad you invested in.

Unlike with PPC, whose effects are largely dependent on whether you’re still subscribing to it or not. Even if you cut back on SEO, what it has done for your business in terms of establishing your page’s authority and building a good stand with customers goes on for a while longer, at least until you can get back to spending on SEO.

Organic

While paid ads do in bring in traffic, users are still more likely to click on and consider organic listings. Getting a good spot amongst other organic search results is something a company cannot simply buy and when achieved definitely reaps its benefits.

PPC

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Market Visibility

With PPC, by simply paying for ad space, you are already assured that people will be seeing your ad even if they didn’t necessarily target your company specifically. So even though you might not have been one of their top options, your presence may propel them to now consider you and hopefully go with your company in the end.

Your aimed market, on the other hand, can now be more specifically targeted. While SEO’s abilities in this area provide a broader reach, PPC allows you to get in touch with the potential customers who are actively interested in what you may be offering, making conversion a greater possibility.

Flexibility

PPC is a particularly good choice for when you want to try out different strategies since it doesn’t take much effort to change an ad and you get quick feedback.

It’s also a good way to try out a marketing strategy before diving into larger campaigns since it can gather a significant amount of information, but at the same time, doesn’t require much investment.

Cost Effectiveness

Time and again this has been listed as one of the top reasons why PPC advertising services should be considered by every startup, and for good reason.

Since smaller enterprises are typically more budget conscious, it’s important that value for money is considered. This method is pay per click, so while not all clicks are assured transactions, it’s a lot more cost-efficient.

Both methods evidently have their respective benefits that any business would want, and more importantly, it’s important to point out that the better method here would depend on what your business needs.

At different stages your business may need more of PPC and then later on SEO, basically, it’s important to see these methods not as “ors” but as “ands” that will assist your business at it develops.

With all that, it would be best to consult with a reliable digital marketing agency to help you see which one you should invest in now at your business’s current stage and see how SEO and PPC can work together to build your company the online presence it deserves.

Why PPC Advertising is Practical For Your Business

Search rankings are a battlefield. Many businesses compete for visibility, and this can be brutal especially for new ones who haven’t ranked up the search results. This is why it’s great to have Google adwords for business and pay per click (PPC) advertising—you can compete with established brands. It’s an equalizer of the playing field. But what is PPC exactly?

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Those are the links you see on the top of the search results labeled “Ad”. Those webpages didn’t rank up organically but were paid so they would appear in search queries or keywords related to their business.

But don’t get intimidated by the word “paid”. I know as an entrepreneur you are trying to maximize your resources. That’s why PPC is the best tool for you. Here’s why PPC is practical:

You Literally Only Pay Per Click

You’re only charged for the qualified leads that click your webpage. It’s an automatic filter. You won’t have to spend money for advertising to people who just see your ad but aren’t interested to know more–unlike most ads, like in print and TV (which are so damn expensive).

You Are in Control of Your Budget

In business development, budget is everything. Every cent counts. As much as possible, you want to maximize your resources. PPC allows you to do that. You can set a limit to the amount of money you spend for a campaign, such that if you reach the target number of clicks you want for your website, you can stop spending for it.

You Are in Control of Your Campaign

Unlike most ads, PPC can be specified according to your preference. You have the choice to only advertise on a specific location, time, and even language. That makes it way more likely for your webpage to be seen by potential customers. It’s very helpful if you’re a small business in a local area.

You don’t have to spend a lot just to reach your target audience just because you’re new or small in the playing field.

But you do need the right PPC management agency to help you create the right strategy. Their expertise on Google adwords combined with your expertise on your business will work wonders for your business.