Pay-Per-Click (PPC)

Searches for your target keywords are happening everyday. It can take time to rank organically via SEO. In the meantime, use PPC to get in front of your target audience within a few days.

Making your website easy to find

With a PPC campaign, you can be on the first page for a multitude of targeted terms within a day. And if you’re already focusing on the organic search side, why not take it to the paid side as well.

Pay-per-click (PPC) advertising can dramatically increase the number of qualified visitors to your website. However, it is important to realise that these potential advantages only come with a skilfully implemented and managed PPC campaign. Poor planning and inappropriate management could see you accruing costs without any subsequent increase in sales.

Nowadays, people are more likely to end up on your website via a search engine than going directly to it. If you look at the image shown to the right it shows a Google search result. Yes, it's a little outdated now because Google have move PPC results to the top of your search results. But, this is the point first people read in ahorizontal movement, across the upper part of the page.  

By combining both SEO (Search Engine Optimization, or naturally ranking high in the organic results) and PPC (Pay-Per-Click ads, the Sponsored Links and purchased ads on a Google search) can get you on the front page of the search engines for targeted terms and in front of your desired audience.

google

Search engine results page

Heatmaps from user eyetracking studies of search engine results page. The areas where users looked the most are colored red; the yellow areas indicate fewer views, followed by the least-viewed blue areas. Gray areas didn't attract any fixations.

Read more about: F-Shaped Pattern For Reading Web Content

What are the benefits of PPC?

A Higher ROI

Marketing is all about one thing: generating the highest possible ROI (return of investment) each month. PPC advertising ensures that you generate a higher ROI by placing your ads in the most relevant online places, where they are displayed to specific people in your target market, encouraging valuable click-throughs. This makes PPC advertising one of the most profitable marketing channels.

Target Consumers

PPC enables extremely precise targeting with keywords, categorised demographics and interests. In this way PPC advertising ensures your ads are displayed to the correct audience, generating real, relevant leads. You can also make use of device-specific preferences to target mobile users, since 53% of paid-search clicks occur on mobile devices. You can also make clever use of retargeting to proactively reach out to people who have already shown interest in your product.

Control Budget and Spend

Budgeting for PPC is easy, and there are no surprise costs involved. With PPC, specific daily and monthly budgets are set, ensuring you do not exceed your acceptable digital marketing expenditure. These budgets can be edited whenever necessary and will influence the number of times your ads display each day. PPC gives you a reliable flow of traffic for your pre-set budget. Keep in mind that you can’t expect great results with a tiny budget, especially if you’re bidding on an expensive keyword.

Only Pay When Someone Clicks

As indicated by the name, you pay per click. It’s as simple as that. Only once a user clicks on your ad do you get charged for it, almost completely eliminating unnecessary costs that may be incurred through other marketing channels. Thus, PPC is the most reliable ROI for online advertising. When compared to traditional offline advertising, PPC gives you better value for money. With offline marketing, you spend exorbitant amounts of your marketing budget and hope for the best that it reaches your target market, and they engage. With PPC, you now know that the people engaging with your ads are actually interested in your offering.

Help Your SEO

You know how important SEO is for your site and you know it’s a long-term commitment. Do you know that SEO and PPC work really well together? Provided your website is undergoing continuous SEO development, content and keywords used within PPC ads can tie in with your website, improving overall synergy and ranking of your site. PPC can also help you to discover which keywords are popular, receiving clicks and conversions, which you can then implement in your SEO strategy. PPC can also aid your SEO strategy by ranking new keywords a lot quicker. This is particularly useful when your ads are time-sensitive or based on current events.

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