Pay Per Click or PPC is the primary means of search engine marketing or advertising online. Google’s Adwords is the biggest PPC program, and Microsoft is among the biggest of the other options for this model of paid internet search marketing.
PPC advertising differs from other forms of advertising in that the advertiser only pays when a potential customer takes an action on their ad by clicking on it. Advertisers set their own advertising budgets and can also control most aspects of when their ad appears.
The foundation of any PPC campaign is keyword research. Ideally some level of keyword research will already have been done for your website and other online presence (At Hawaii Internet Marketing, keyword research is the first thing we do when building new websites for clients). This basic keyword list is drilled down into to find the relevant keywords for your products and services.
Benefits of using PPC
Can be Implemented Quickly and Easily
PPC advertising campaigns can be fairly quick and easy to set up and can bring instantaneous results. A good option to get your products in front of potential buyers and start making sales.
With PPC advertising, you can tailor your budget to your sales goals and how aggressive you want to be. Remember you only pay when someone clicks through your ad to your sales page. You have complete control over your budget as you set the maximum budget to spend each day for your campaign. You can also specify the maximum amount you are willing to pay for a click on your ads. So you minimize your financial risk and prevent campaigns from running over your budget.
Pay-Per-Click advertising can be targeted to specific geographic market segments with specific interests. Your ad appears when a user searches for a particular keyword/s targeted in your ppc campaign. Your ads can also appear on relevant websites that are already getting high traffic as well as along side search results.
So maybe you own a roofing company or a chiropractic office, or maybe you run a small landscaping company. Even though your clients are going to be exclusively local, PPC is still a worthwhile investment for you. By carefully crafting and targeting your site’s campaign, you can pre-qualify your site’s traffic based on targeted locations to make sure you are driving the right people to your site.
PPC Allows Tracking and Fine-Tune Your Campaigns
A PPC campaign is constantly gathering data which can be analyzed to keep improving performance. For example, we always have at least two ads alternating in an ad group. Before long one ad often begins to perform better and the other ad is replaced and the process begins again. This allows for constant refinement, finding better and better converting ads.
Similarly the performance of each keyword can be evaluated and the bids on them adjusted accordingly. New keywords can also easily be added to the campaign as they are uncovered. We make sure your PPC campaign stays as effective and efficient as possible by tracking keyword and phrase successes (and losses), which ads bring in the most traffic (and which are duds), conversion rates and more.
By doing this, you can be assured that your PPC ads are operating at maximum levels, especially since we can make any necessary changes immediately. Compare this to other forms of advertising, where results can take months to determine and changes can take additional weeks to implement.
There are many other benefits that can be derived from PPC advertising. However, your PPC campaigns need to be planned and executed well in order for your company to reap these benefits and achieve a good ROI.
We at Hawaii Internet Marketing are convinced that site SEO is the best option long term, and those results take time. Consider PPC advertising as your “while-you-wait" marketing tool to get results while your Natural SEO efforts start building up.