Many businesses use pay per click advertising as a way to drive more traffic to their website, promote a particular product and increase sales. Even when organic search delivers good results, paying to appear next to organic search results can improve the bottom line even more. Furthermore if a business is struggling to achieve consistently good organic search rankings, PPC advertising ensures your adverts are seen instantly by your target audience.
There are several different types of pay per click advertising. The best-known is Google Adwords. Google is far and away the most popular search engine. The latest figures show 1.1. billion unique visitors use the site every month. The second best-placed search engine, Bing, achieves around a third of that figure on a monthly basis. Google Adwords enables you to target your adverts locally or globally. They also provide a keyword planner and free setup advice and support by phone. Bing offers a similar service: they can even import campaigns you have started on Google. They provide an Ads Intelligence tool and advice on creating stronger mobile ads.
You should also consider pay per click advertising on Facebook. This provides an alternative to advertising with search engines. You’ll need a Facebook page but their ads can help build a following much faster than doing it organically. Regular page updates are essential so people are inspired to follow you.
How does pay per click advertising work?
PPC enables you to set up targeted campaigns. You can target your ideal customer without worrying about whether your website appears in the top few organic search results for your target phrase(s). Separate adverts can be created and run that will target specific keywords. The adverts will only appear when someone searches for the relevant keyword. The cost per click will vary according to the keyword chosen, but the cost is only payable when someone actually clicks on your advert to visit your website or Facebook page.
PPC ads also enable you to increase either your national or local visibility. If your business caters to a specific geographical area, you can target this precise area with well-worded ads.
Set goals and measure results
It is easy to run coherent PPC campaigns according to your goals. For example you can set a goal to get a specific amount of sales or enquiries in a particular time period. For example, when advertising on Facebook you might target an additional number of fans in a six-month period. Alternatively you might want to sign up an additional 1,000 people to your website’s mailing list by inviting people to sign up for your email newsletter. You can then measure the results you get in the specified period against your original goal.
Another advantage is the ability to see instant results the moment your ads go live. Providing you plan ahead and choose your target keywords wisely, you could see results within hours – perhaps earlier – of starting your campaign.
Monitor your budget
It is easy to set a precise budget for your pay per click marketing campaign. Creating a campaign is free – you only pay for clicks that are delivered. You can set a daily or weekly budget so you always know where you stand.
The number of clicks you get for your money depends on how competitive your keywords are. A little adjustment could lead to better and cheaper keywords that still deliver the results you want. If you can afford to invest more you can adjust your budget as you go along.
Try and test new campaigns to increase conversion rates
If you aren’t happy with your existing campaign you can always budget for a new campaign. You’ll have the data from your first campaign to compare it to, so you can see whether better conversion rates can be achieved for your goals. There is no limit to the number of campaigns you can try.
How can you track your return on investment (ROI)?
It is vital that you know how to track the success of each campaign. One particular advert might convert more enquiries into sales than another one. One good method is to set up a dedicated landing page for each campaign. You can easily see which landing page gets the most traffic and also the best conversions if you are selling something.
It also works for free downloads and newsletter signups. Another method would be to use a customer relationships manager (CRM) to enable you to track each lead.
Nervous of doing this alone?
Don’t worry. It is a smart idea to have a company to manage your PPC campaigns on your behalf. You benefit from the extensive experience offered and this could enhance the results of your campaign. Styles Creative offers this service and handles campaigns for everyone from small businesses to national companies.
Would you like take advantage of Pay Per Click Advertising? Get in touch to find out how we can help. Either contact us or call 01789 296800 and ask for Rob.