You may have heard about Pay Per Click (PPC) but not really understand what it means. If that is the case, wonder no more because we are offering a simplified guide to this effective marketing strategy.
If you are looking for a successful way to catapult your business in 2017, PPC might well be the answer you have been searching for. PPC can be a fantastic option if you have a marketing budget you are looking to spend, but it must be combined with an effective SEO strategy if you want your campaign to succeed.
What is Pay Per Click?
Pay Per Click does what it says on the tin: you pay every time someone clicks on your advert in a search engine. What’s more, you won’t have to pay a penny if your advertisement isn’t clicked on, but it will still be advertised in the search engine result pages.
Unfortunately, you probably won’t be the only person in your industry utilising PPC, as you are likely to stand alongside your competitors at the top of of Google – but at least you’re at the top of the SERPs, rather than on the second, third or another page. PPC allows you to compete. A position will be determined by the highest rated ad, with you either entering position 1, 2, 3, etc.
How Much Will It Cost?
You don’t have to worry about over-spending, either. PPC uses an auction-based system, which means you can set your maximum budget – so you don’t have to fear a big bill coming in once the campaign is over. You can also pause your campaign at a moment’s notice, so it can therefore be an ideal advertising tool for small and medium businesses in local areas to compete with the top dogs. Your budget will also be determined by the keywords you choose.
What Keywords Should I Use?
It really isn’t difficult to find the right keywords for your Adwords campaign. When starting with a PPC campaign, it is recommended to use Google’s Keyword Planner tool, which you can use to source new keywords whilst identifying their search volume.
Always search for a keyword using a phrase, website or category. Phrase keywords will allow you to identify if people commonly use the keywords in a phrase. Entering your URL will also help you identify the best keywords for your website. Category searches will also allow you to discover volume data and trends.
Review Your Forecasts
Once you have chosen your keywords and started a PPC campaign, you should regularly review them to see if they are converting to revenue. If they’re not, add the keywords to a negative keywords list and start your campaign over, but continue to use the keywords that are working for your business.
If in doubt, it is helpful to consult a digital market agency like Converted that specialises in PPC management, as they have the experience and skills to drive traffic to your website and boost your revenue.