Pay-per-click (PPC), which is also known as search marketing or paid search advertising, is an online ad practice whereby sponsored links are bought on search engine results page or SERP content sites, blogs or websites. Paid search lets you pay a fee to get your site displayed on SERP as somebody types in particular phrases or keywords in search engines. SERP displays a created ad to direct site viewers. The fee you will have to pay is based upon either views or clicks of such ads.
A PPC campaign that is well optimized and managed is a cost-effective kind of advertising. Unlike conventional forms of ads, PPC is made to reach visitors of a site who have expressed interest in a service or product by choosing and clicking on particular ads.
Pay-per-click ads offered by a targeted pay-per-click management service are an excellent option for complimenting your inbound marketing efforts and maximizing your coverage. Below are some of the reasons your business has to build and manage a paid search campaign.
Easy and Quick to Market
Unlike organic search engine optimization, PPC ads can be launched easily and quickly giving your site targeted traffic and qualified leads. ¸
Extra traffic can be brought to your site which will expand the visibility of your business online and help you in establishing your business as an industry leader.
Highly-Targeted Site Traffic
Assigning various advertisement copies for particular keyword and demographics can increase your site traffic`s quality. You can choose to schedule PPC ads to run during the perfect sales periods and particular geographic areas.
PPC is a good way to offer low-risk testing for keywords which allow you to identify when a full website optimization is worth your investment. Also, it is good for landing page A/B testing, enabling you to direct traffic to your chosen pages of your website to see the pages that convert at the highest rate.
Maximize Investment Return
As you pay PPC just when an advertisement is clicked, managing costs, determining your return on investment and tracking conversions will be easy. Cost-per-conversions are important when it comes to comparing the ROI of your PC campaign against other marketing strategies. You can expect correct and accurate reporting of data as well as extensive tracking of campaign results.
While paid ads tend to drive visitors to your site, possibly getting the attention of your prospects, marketers should continuously nurture and develop a long-lasting relationship with them. With PPC doing it alone, you can expect just limited results. Without value proposition and brand awareness, PPC campaigns are likely to just catch the attention of window shoppers. Keep in mind that not all marketing channels operate in a vacuum and not all clicks will lead to purchasing. Thus, an excellent PPC campaign structure must be in place to enhance your paid search marketing efforts` relevance and value.
Before launching your PPC campaign, you have to establish clear goals and objectives. PPC advertising is capable of generating plenty of traffic in just a short period of time; however, at a cost. Understanding the lifetime customer value and lead close time allows you to measure your PPC marketing campaign`s long-term ROI.
Dench Parbury is an online marketing professional. She used to work for a targeted pay-per-click management service in the past.