PPC Strategies Help Your Business Grow
Businesses that are looking for an effective way to advertise their goods and services likely realize they need a multifaceted approach. Pay-per-click (PPC) marketing is one of the possibilities all companies should consider adding to their advertising campaign.
PPC advertising means your company will pay a fee each time the ad is clicked. The placement of your ad and several other factors determine whether the campaign will be successful or not. You have to look at all the applicable factors when you’re creating the campaign. Understanding a bit about how these campaigns work might be beneficial for those who are considering adding this to their marketing strategy.
How Does a PPC Campaign Work?
There are two primary ways PPC campaigns work. One is used for search engines; the other is used for websites that handle PPC campaigns independently.
Search Engine PPC Ad Campaigns
A PPC ad campaign that runs on a search engine, such as those done with Google Ads, is based on what a person is searching for. If a person searches for something that’s included in the keywords for a specific ad campaign, that ad campaign may show up in the search results as an ad. The placement of ads is determined by a complex algorithm.
You aren’t charged when your ad shows up on the search results. The only time your campaign is charged is if someone clicks on the ad to get to your website. Once they’re on your website, the marketing and information you have there will determine what type of conversion that visitor has.
Other PPC Ad Campaigns
Businesses will sometimes advertise on other websites such as Facebook. These use a similar method of showing ads; however, the ads that are shown to a specific user are based on that person’s historical data. This includes things the websites have aggregated from the person’s time on the website. In some cases, they also pull in data from other sources.
These PPC ad campaigns are handled in much the same way as the search engine campaigns. In some cases, ad campaigns are charged a smaller fee for each impression and a second fee if the person clicks on the ad.
What Factors Are Important When Creating a Campaign?
One of the most important things to consider when you’re creating an ad campaign is what type of information is on the target page. The link you’re sending visitors to through the campaign must be a high-quality one.
The target page should contain valid information that’s relevant to the terms that are part of the ad campaign. Having a page that’s filled with pointless information and stuffed with keywords won’t get your website marked as a valuable or reputable one by the search engines.
Another thing to consider is the demographic reach of your PPC campaign. Companies that offer geographically based services should set up their campaigns to reflect that. A business that only serves the greater Orlando area wouldn’t find any benefit in targeting the ad campaign to people in Tallahassee. Companies that sell goods that can be shipped or services that can be provided long-distance don’t have to worry about these geographical restrictions.
The PPC ad campaign should also consider what historical data is available for the company. The longer PPC campaigns are run, the more information is presented that can help fine-tune future campaigns or even adjust current campaigns.
Some companies run more than one PPC ad campaign at a time. This can drive more traffic to the website and provides side-by-side data that can help the company maximize the profit from its advertising budget.
How Do You Determine What Keywords to Include?
Keywords are the backbone of a PPC ad campaign because they must match or very closely relate to what people are searching for online. They have to be relevant to the information, products or services on the target page for the ad. Not only does this help with the PPC campaign, it also helps keep visitors on your website longer, which can result in better sales.
You can’t throw in high-ranking keywords that are unrelated to the page. For example, you can’t use “weather in Orlando” as a keyword for a company that sells kitchen faucets because that keyword doesn’t have anything to do with the target page.
Some businesses rely heavily on keyword tools, but those should only give you ideas about what keywords are ranking and how you might expect them to perform in your PPC ad campaigns. Using these ideas as a springboard is suitable, but it’s better to work with someone who’s familiar with keyword research so they can help you find the keyword sets that will benefit your company the most.
Another thing to think about when you’re coming up with keywords is including both shorter phrases and long-tail keywords. This enables your company to take advantage of people who are doing quick searches as well as those who are looking up more specific information.
The keywords that are part of your internet marketing should usually be present on the target page. This doesn’t mean you should just stuff a bunch of keywords in the content. Instead, you have to sprinkle them into high-quality content in a way that doesn’t put visitors off.
How Can a Successful PPC Campaign Help Your Company?
A successful PPC ad campaign is a powerful marketing tool for a company. Since you usually only pay a fee when a person clicks on the ad, you’re more likely to get people who are actually interested in what you have to offer.
A PPC ad campaign might be used in conjunction with impression-based campaigns, which are usually less expensive per impression. With impression-based campaigns, there’s no guarantee the people seeing your ads are truly interested in what your company has to offer.
You’ll have to consider the return on investment per click, as well as for the campaign overall. For example, if you paid $2 for a click and that person spent $400 on your website, the investment was worth it. But you can’t look at one transaction and conclude you’ve been highly successful.
Looking at the campaign overall can help you determine the overreaching impact. If you spent $300 on a PPC ad campaign that brought your company $1,000 in sales, you have a profit of $700. You can then compare it to other advertising methods to determine its success.
How Can Your Business Get Started with This Digital Marketing Campaign?
Working with a digital marketing company that’s intimately familiar with PPC ad campaigns is the only way to maximize your advertising budget for this type of ad. Search engines, social media and other websites that allow PPC campaigns use complex algorithms to determine placement and cost. These are always evolving, so staying on top of the latest updates is a rather complicated undertaking.
Online Marketing Standard is a digital marketing agency that stays up to date on all the latest PPC ad campaign trends and algorithms so you don’t have to. We carefully craft each PPC campaign to meet the client’s needs, understanding that every business needs a good return on its investment. We’re one of the only PPC companies in Orlando that provides consistent results for our clients.
We don’t just set up your digital marketing campaign and forget about it. Instead, we provide transparent digital marketing solutions and monitor the success of the PPC ads and fine-tune them based on the information we gather. This enables us to continually take steps to keep your ads ranking well and drive suitable customers to your company’s website.
Remember, PPC ad campaigns are only a small component of a successful advertising campaign. Companies that use a multifaceted approach to marketing will likely see a much better return on the money spent to promote the company.
If you’re looking for a leading Orlando PPC company, look no further than Online Marketing Standard, the local marketing pros with one of the strongest reputations in the greater Orlando area.
For a free consultation and assessment, call 407-604-0990 today.