Pay-Per-Click Marketing Services
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What is PPC marketing?
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You will make a bid on a particular search phrase in which your ad will appear on the PPC results. The PPC ad that you bid on will emerge on top and below those none PPC organic search results. When you make the highest bid on a specific phrase, you could rank number 1 in the PPC results. Every time someone clicks your ad, Google will tax you with a small fee that equals to an amount that will not exceed your bid.
The person who clicked on your paid ad will automatically be forwarded to your website on a specific page that you choose.
This means that if you make the highest bid for the keyword “cars” worth $2, there is a chance that your ad will show up in the top spot. If 50 people clicked on your paid ad, Google would charge you no more than $100.00.
What are the Benefits of Pay-Per-Click Marketing?
The majority of the benefits of Pay-Per-Click marketing involve significant control and online presence. Its seamless approach puts you in great control and when executed properly, you reap far higher rewards than loses. Here are four reasons why the marketing model is something that you should consider:
Flexibility. There is no limit to the amount of search phrases that you can bid on. If you want to target a small group of potential customers, you can opt to bid for highly specific phrases that express your companies niche area of expertise. If your thinking of targeting a wide array of audience to your website, you can also bid on generic phrases as well.
Speed. With PPC, your site will be advertised instantly. And if there are any changes you want in your advert, you can simply edit it and have it displayed without delay. Simply put, you don’t have to wait the next day for your site to be visible to your prospects.
Control. How much you are going to spend on your adverts is simply up to you. You can set a limit on your ads, and if the maximum clicks are reached, your advertisements will cease to appear in the paid search results. It’s that simple. You even have complete control over the appearance of your adds – how many times it appears, where it appears, and to a certain point, on who they should appear too.
Scalable. The great thing about PPC is that you are completely aware of the number of visitors that are directed to your website through your adverts and on the cost that you incurred per visit as well. What’s more, you will also know exactly how many of the directed visitors are turned into actual prospects by measuring the number of inquiries you get. This makes it easy for you to determine your rate of ROI by simply calculating the cost of your PPC compared to the number of sales you convert from the inquiries.
Why PPC is Important to Digital Marketing?
Targeted traffic – PPC is an affordable means to create targeted traffic of highly specific keyword searches. While the top bid for the keyword “cars” might be expensive, the longer and more specific “used cards in Seattle” is significantly cheaper.
Remarketing – Because PPC allows you to track those prospects that visited your site through your paid ads, you can target those same visitors to become customers through tailored ads, including image and videos. Simply put, you want those prospects who visited your site but didn’t make a purchase to come back and finally make that all important purchase.
Is Pay-Per-Click Marketing Right for You?
1. How important is a new customer to your business?
ROI is crucial for PPC that’s why you need to consider the cost that you have to put on a particular key phrase bid and the importance of having a repeat customer to your business. If your website offers memberships or products that can be purchased continually, then it would make sense to bid more so you can generate new prospects.
2. What’s the value of your product or service?
It’s important to note that PPC is normally more effective in marketing products or services that have bigger values as there is more margin in every sale to offset the PPC cost which basically translates to profit. While there are certainly exceptions, it’s often difficult to enjoy a solid ROI on lower-priced products or services (for example around $50 or cheaper).
3. Do you have a unique product or service?
When people are searching for unique products or services that are hard to find, they usually turn to the internet for answers. PPC is incredibly effective at attracting these kinds of people as your advertisements will pop out the moment they search for your unique product or service. Also, highly specific keywords tend to have lower bid costs than general keywords which could help you enjoy even bigger returns on your investment.
4. Do you sell an assortment of products?
PPC is a great way to market an assortment of products as you have the needed flexibility in choosing the keywords that you want to target. There is a wide array of highly specific, long-tail keywords that your ads can target, and they will appear the moment a customer searches for them. At the same time, you can maintain a cheaper cost per click since you won’t be using more generic, expensive keywords.
5. Do you need to sell your products and services fast?
If you want to sell your products or services fast, then PPC is the ideal choice. This is because your visitors are more inclined to purchase than simply browse around. If your business involves Christmas gifts, school supplies, or those that are seasonal in nature, PPC will allow you to sell those products at a time when most people are conditioned to spend and buy. And because such purchases are relatively impulsive, it would be easy to convince your buyers through effective copy, imagery or call to actions in a specially designed advertisement.
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Keyword Research for Pay-Per-Click Marketing
Using a PPC Keyword Tool to Find Keywords
Relying on a PPC keyword tool allows you to come up with a viable list of PPC keywords needed to start an effective advertisement campaign. This method allows you to instantly find hundreds of keywords that your prospects are using with great accuracy and detail as you will also obtain relevant data about search volume, level of competition, and the estimated PPC cost for every keyword on the list.
Selecting the Right PPC Keywords
So your PPC campaign will become a success, you will need to cover several distinct keywords that serve different purposes such as:
Brand keywords – As its name suggests, the keywords cover your personal brand name. The keywords should be at the top of your priority list as they normally are cheap but provide solid result in terms of click-through rate (CTR) and conversion rate.
Commercial Keywords – Among all the keywords in your PPC marketing, commercial keywords provide the greatest value. This is because the keywords are often used by people who have the intent to buy.
General keywords – While general keywords are normally used by searchers who have little intent to buy, they play a vital role in extending your business reach and strengthening brand awareness. You can even improve the conversation rate of broad keywords with the appropriate remarketing techniques.
Long-tail keywords – It’s a good idea to target these types of longer and more specific keywords as they are generally cheap and have minimal competition. However, the keywords tend to have low volume and have limited impressions as well.
Competitive keywords – You might want to allocate a portion of your PPC marketing budget on competitive keywords as they enable you to display your brand and products/services in internet users who are looking for your competitor’s products/services.
Managing Your Pay-Per-Click Campaigns
If what you’re after is to get the most number of visitors to your website, then you will certainly be losing a lot of money if you don’t have a sound strategy in place to convert visitors into buyers or clients.
In general, your PPC campaign needs to cover three essential aspects:
How to attract more visitors to your website, at the appropriate rate
How to convert your visitors into buying customers or clients
And don’t forget that there is a wide array of customer acquisition strategies that you can employ aside from Pay-Per-Click Marketing. If you are looking to push your business online, you can also rely on search engine optimization (SEO), website referrals, email marketing, Social Media marketing, among other popular online marketing techniques that have been proven to be effective.