Your clicks will come from the search results that show up first when your potential customers search for products or services related to your business. Advertised search results can lead to instant visibility on the search results page without relying on SEO to gradually improve your rankings. For newer businesses, paid search results are often one of the more accessible options to instant visibility on the search engine results page.
You can select search terms, write targeted ads that will be shown when your selected terms are searched, and pay for the ads when users click. The more challenging part is ensuring that you are facilitating a meaningful interaction, ensuring that clicks are from the right people, ensuring that the traffic is actually converting, and ensuring that your spending is not targeted traffic.
Getting the Structure Right
The structure is crucial, more so than it is usually credited for. Without the right structure, a campaign can spend a budget quickly and provide very little value. Structure is everything, from making sure ads are going to the right keywords and using the correct match types and also ensuring that the pages are set up to convert.
This includes having the right conversion tracking from the start. This is the only way to determine whether or not the campaign is working, so it is important to track relevant actions (such as form submissions, phone calls, and purchases) in order to provide a meaningful report instead of just reporting on ad clicks.
Ongoing Management
We have to protect the campaigns from all the inevitable changes that occur without management. Customers change how they search online, competitors take different approaches, and previously successful ads can be come stale. The campaigns that manage and change to reflect these variables will show improvement and the campaigns that do not will show nothing but, a slow and steady decline.
We take care of the management of the campaigns for those client that care about the results and not necessarily the process.
Budget
While there are no strict spending minimums, there is a practical spend that is more likely to yield results. This practical spend will, in part, be determined by the level of competition in the market. More competitive markets will generally have a higher CPC. Prior to agreement, we will be as frank as possible in regards to the practical spend for a given market.
How it Works Alongside SEO
For SEO, there is little competition. SEO takes time to build, and in the mean time we can use paid searches to give instant traffic to the campaign. We also use paid searches to funnel traffic and to capture data on customer conversion in order to prioritize how we should strategize the SEO campaign.
For new digitally marketed businesses, we are also able to use paid searches to easily test different marketing messeges and offers campaigns. In a very short time, we are able to determine what resonates with the customers.
Who It Typically Works For
When there is an urgent need for results within weeks, rather than months, Pay-Per-Click (PPC) advertising is a good marketing solution., It is perfect for businesses that have seasonal spikes in demand, as well as for businesses in competitive markets that have slow organic search strategies for search engine results page (SERP) rankings. It is a good idea to use PPC for businesses opening a new service area or a new location where there is no existing organic presence.
Starting out doesn’t require a huge investment or a time-consuming contract. A business should have a clear idea of what conversion means to them, and be open to making adjustments as the data dictates. It is that simple.