Pay Per Click
Having your site appear naturally in search engine listings through long term “Search Engine Optimisation” isn’t the only way to get your site seen. Sponsored pay-per-click adverts that appear at the top of Google listings, within web pages and on other search engines can be a very effective and fast way to generate traffic to your site. The chances are that you’ve heard of Google’s PPC advertising program called Adwords which offers extremely powerful advertising that can be targeted to very precise demographics. All pay-per-click advertising is exactly that. It’s a paid for listing that charges you based on how many people click on the advert and are redirected through to your site.
This can be a hugely effective tool to generate quality traffic to your site. It is however, notoriously easy to burn cash with no noticeable results when poorly configured, so it’s important to research & get the basics right before committing large sums to an ongoing campaign. It goes without saying that any PPC campaign should be constantly monitored and adjusted to achieve best results and cut down on unwanted clicks. Using an expert agency such as JumpRank can pay huge dividends in the long run.
Unlike some PPC advisers, we don’t charge a percentage of your PPC spend and then try & talk you into increasing that spend; we want you to get the best results possible from as small a spend as possible! So we only charge you our standard fees for researching your campaign, setting it up & monitoring it on an on-going basis regardless of the number of clicks and the amount of new business you receive from your campaign.
PPC is a very valuable tool, particularly for new sites wanting to get quick visibility or for driving traffic to an e-commerce site, but it can be expensive so it makes sense to make the most of your budget by asking the JumpRank team to take the strain and advise on cost-effective strategies to boost your website traffic without breaking the bank.
5 Practical Reasons You Should Consider PPC Marketing
Aside from the data we have about how PPC can drive real results for all types of brands, you should also consider the benefits of PPC advertising in general.
Most of these benefits and advantages centre on the amount of control and visibility PPC offers in your marketing efforts. The straightforward nature of PPC puts you in the driver’s seat (arguably more than most other forms of advertising and marketing), and when done right, the benefits do outweigh the risks.
Here are five reasons why PPC marketing is worthwhile:
You only pay when an interested person clicks.
One of the reasons PPC is so straightforward is because you know exactly where your dirhams are going, and you only pay when an interested party clicks on the ad. This is different than traditional advertising offline, where you spend X amount of dirhams and hope your target market actually engages with the ad, but you never really know.
You set your budget to control costs.
Speaking of budgets, with pay-per-click, you set the budget to your needs. You can put a cap on what you spend daily, and it’s flexible for you to change at any time. That doesn’t mean you can expect to see huge results with a limited budget, of course; it all depends on how competitive the keyword and industry are.
You can reach your target consumer at the right time with the right ad.
Want to target a person in a specific place at a specific time of day with a specific ad? No problem. With PPC’s location targeting and delivery options along with device-specific preferences (like mobile), you can deliver very specific messages to your target consumer at prime time when they are close by.
Unlike organic search, PPC can show results very quickly.
We all know how important organic search traffic is for long-term website marketing; however, it has a longer cycle to prove ROI. PPC can show results fast. You can start a PPC campaign on Monday and literally start seeing results in terms of traffic and conversions the next day (depending on a variety of factors, obviously).
PPC data can inform your other marketing channels.
Does your search engine optimisation (SEO) team want to know if a particular keyword or set of keywords is converting well? PPC can tell them. You can also test the waters with new products or offerings using PPC in order to gauge demand and get an early look at its reception. You can even use PPC to promote events or things that wouldn’t be appropriate for other forms of advertising.
3 Things To Watch For If You’re Just Starting PPC
PPC might be sounding more fantastic by the minute — but not so fast. If you think you’re ready to dive into PPC, here are a few additional considerations to explore before you start:
PPC is not easy.
No, you can’t just hire a college student to plug in data and monitor the account. Good PPC takes skill, and great PPC takes strategy, a thorough understanding of the advertising platforms, a solid knowledge of rules and guidelines, and a little creativity and marketing sense. That said, you should work hard to identify a credible, trustworthy agency or in-house professional. And be wary of those that promise the world and don’t help you understand what results will truly impact business objectives.
PPC is collaborative.
As much as you might like to hand it all over to the PPC pro and never have to look at the pay-per-click account again, true PPC strategy comes with collaboration. You are the expert of your business; your PPC manager is the expert of PPC. Together, you collaborate and forge great ideas and ways to execute on any goals you may have for the business, its products and services.
PPC is ongoing — for the lifespan of your business.
When PPC is done right, you’re investing and making a nice return on that investment. So even when your business is booming, PPC is there to continue to drive revenue and be a support system for any event in the life of your business. New website launch? PPC is there. New product? PPC can help. New colour of widget? Look to PPC. Got a webinar around how to make widgets? PPC can help there, too. Need to rebrand? Yep, PPC does that. The key is that when looking for a PPC manager, look for a long-term partner to help you grow your business with you.
So, are you beginning to see how PPC is a viable marketing channel for your brand? Even if you’ve never done it before, throw caution to the wind and test it out in 2018. Chances are good that it can work for your brand!
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