November 30th, 2016

PPC Advertising – Is It Suitable for My Business?


A form of internet marketing that is forever becoming more and more popular for business owners is PPC (pay per click) advertising. PPC is a model of internet advertising in which the advertiser displays adverts, on search engine results pages, that are linked to pages of their website. Every time the ad is clicked the advertiser pays a small fee to the search engine. Now, this might seem unfair to the advertiser but if that click (which could cost $1) results in a converted sale (of say $100) then it’s money well spent.

The real appeal of PPC to businesses comes from the model itself. The auction style system only allows the most relevant ads to be shown to customers, meaning your advert is only being shown to customers who are already interested in your products or services.

A PPC campaign starts with you linking keywords to your specific ads. Because the whole PPC system is built on keyword relevancy you, the advertiser, have more control over who sees your adverts. This makes PPC advertising more controlled than older advertising methods. Couple that with full control over account budget and quick ROI and it’s easy to see why many businesses are putting more money into PPC advertising.

Is PPC advertising right for my business?

ppc-management

In a word, yes. The world of PPC can be broken down into 4 kinds of Ads and one (to all) will be relevant for your business and customers:
– Display advertising – Ads shown on blogs and other relevant websites
– Search advertising – Ads shown on search engine results pages
– Product listings – Shopping ads shown for specific product searches
– Remarketing – Ads shown to customers who have already visited your site in the past.

After your initial keyword research, you’ll want to research into the searching and buying habits of your customers online. This will determine what types of ads to use; maybe you just need search ads or product listings. Maybe a combination of 2 or 3 types would be really effective. With PPC advertising you have complete control of over your budget, how much you spend and where you spend it. You also have control over which types of ads you use and when, where and for how long you use them.

Let’s take a look at an example.

Let’s say you’re a supplier of mountain climbing equipment and wanting to expand your internet marketing prospects with PPC advertising. How about you run some product listing ads so those customers looking to buy climbing equipment by searching by name or brand can see the items you have for sale. Your ad will appear with a name, picture and price and will link them straight to the page on your site where they can purchase the product.

Now, lets see how to target those customers who are just browsing. A display network campaign will show an ad and link to your site to those customers browsing other related content. Perhaps they’re reading an article on “The 10 best mountains to climb in the world” and your ad is right there at the side, advertising low prices and quick delivery. Maybe they’re on a booking site ready to book this year’s climbing holiday. Wouldn’t it be great to have a link to your site so they could quickly buy those necessary supplies? PPC advertising makes this possible.

As with most forms of advertising, PPC advertising can be hard to get right first time. Contact us today to get yourselves on the way!

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