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How Pay-Per-Click Focuses Your Business Objectives
Pay-per-click does far more than just placing sponsored ads on the Internet; a successful campaign relies on you fine-tuning your business goals.
With 63% of online users stating that they’d click on a Google ad, clearly pay-per-click advertising is a very worthy addition to your business marketing strategy. PPC allows you to put your ads in front of the right audience in the right location and at the right time. Admittedly, PPC can cost money in comparison to concentrating on getting your site to rank within the organic listings by using SEO techniques. However, the main benefit of using PPC is that the response is immediate – which is particularly useful for new startups who want to generate instant interest in their brand. Or alternatively, more established companies can also take advantage of PPC for showcasing new offers or services, without waiting for their new pages to rank in the natural listings. As well as increasing your brand exposure though, pay-per-click has a fantastic effect on enhancing your business performance.
PPC advertising relies on you pinpointing the precise audience that you’d like to appeal to. You can choose to reach certain demographics, for example people of a particular age, location, gender and with a particular interest in your ‘type’ of product or service. Those who have previously interacted with your ads can have them redisplayed to encourage further leads. Providing this type of detail helps businesses to zone in on their precise target market, perhaps conducting offline focus groups to help understand who they’re currently appealing to, and why they might not be gaining the attention of their preferred demographic.
Focusing On Your Marketing Spend
Unlike organic search marketing, PPC campaigns require a budget to be in place. This is extremely flexible – you can clearly see the bid rate for various search terms that you want to target and set a daily threshold to stop you overspending. However, the very act of focusing on your PPC budget ensures that you remain attentive towards your marketing spend. Understanding the cost-per-click and ROI ratios will allow you to track how successful your pay-per-click campaign is performing so that you can make adjustments as you go. Few other marketing methods provide such immediate performance stats.
Understanding Your Competitors
A major benefit of using PPC services is that it gives you precise information on how competitive various search terms are within your specific niche. By understanding what your closest rivals are bidding on, and how well they’re performing, you can draw a clear picture of what you need to do to get ahead in your market. The most popular search terms may not always be static – using PPC allows you to track trending search terms that your competitors are using and that you may not previously have considered. Alongside knowing your audience, knowing your competitors is a key goal when looking at enhancing business performance.
Optimising Your Leads
Successful marketing teams know that PPC is only the first step in achieving a product or service sale. Once visitors have clicked from a PPC ad through to one of your landing pages, it’s up to you to ensure that they’re encouraged and motivated to complete your call-to-action, whether that be a sale, signup or social share. This forces your sales and web team to come up with a layout and design that is clean, functional and limits any waffle or filler content that gets in the way of what you’re trying to achieve with your PPC ad placement.
You can get started with PPC ads immediately, but you’ll get the most out of the process if you have a clear plan of action in place beforehand. For optimal results, seek the advice of a professional PPC team to assist you with your campaign.