Will a Pay-Per-Click Campaign Work for Your Business?
If you are a business owner, you may have contemplated trying a pay-per-click campaign to drive more visitors to your website.
Here, in no particular order, are a few things that could help you decide whether a PPC campaign would be worth a try at least.
First, know that you can set a budget – a monthly / daily budget. This means that you can know in advance and control how much you will spend on the campaign.
Your daily budget may be exceeded occasionally, but over the course of a month, your monthly budget will stay intact.
You only pay when people click on your ad to come to your site.
If you had a competitor who maliciously kept clicking on your ad to eat up your budget, Google is quite good a detecting “click fraud.” You are not charged for fraudulent clicks.
At the time this article is being written Google Adwords or Facebook Ads are the PPC platforms most companies choose. (But other platforms are joining the parade.)These platforms allow you to target specific geographical areas as well as other market characteristics. For example, you can choose to have your PPC (also referred to as cost-per-click) ads only appear to people whose IP addresses are within your target zone(s).
One way to set this up is to target a specific city, but exclude certain zip codes from your target zone. In other words, within reason, you can cherry-pick where you want your ads to appear.
This would be useful for local businesses who sell products or services that are targeted at an affluent audience. You can pick specific zip / postal codes to target, and exclude zips or postal codes that wouldn’t make sense to include in your PPC campaign.
But even if your business does not service a local geo area, you can still use pay per click campaigns to help boost your website traffic.
Hopefully, you already have visitors coming to your site from “organic” search results on Google or other search engines. That will likely only happen if your website listing appears on the first page of search results. The VAST majority of people do not look past the first page of Google’s search results.
Use a PPC campaign to catch the eye of people who may not otherwise spot your listing in the organic search results on the search engines.
Paid ads typically appear at the top of the search listings pages or over in the right-hand column.
In your PPC campaign, you can monitor how many times your ad appeared in the search listings, what position it occupied in the display of paid ads, how many people clicked on your ad and came to your site (daily, weekly, monthly, etc.,) what your average cost-per-click is for a particular ad, what your click-through percentage rate is, what keywords are pulling the best and which ads are pulling best (you can run several ads and compare their results).
(NOTE: The position your PPC ad occupies in list of paid ads does not dependent solely on your budget. The quality of your ad is also taken into consideration by Google.)
You use all this information to modify your settings, keywords and ads, etc., to improve your campaign’s results.
This is a continually evolving area of marketing. You can track “conversions,” where someone comes from a paid ad and takes some form of action on your website. Google offers Call Forwarding which allows you to track phone calls from Call Ads and Call Extensions on ads. There are also 3rd party vendors whose software allows you to track and record your incoming phone calls to see how well your staff or employees are handling those calls.
You can also use your PPC campaign results to fine tune your offline advertising.
When you see that certain keywords or ads get more clicks than other keywords and ads, you can incorporate data from those keywords and ads in your offline advertising to improve your ad or brochure headlines and copy.
In that sense, a PPC campaign is an ongoing, instant survey of which keywords, keyword phrases and ads “pull” the best.
Obviously, there is so much more to a PPC campaign than we have touched on here in this limited space. And as mentioned, this is a continually evolving aspect of online marketing. Stay tuned…. 😉
But, hopefully, if you haven’t tried a PPC campaign yet, this at least gives you a simple overview of some of the basics of a PPC campaign, and you can follow up for more detailed information by contacting experienced, reliable internet marketing companies that provide PPC services.
Written by Bob Nelson
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