Being successful in today’s online market can be a challenge.
With the unlimited information of the Internet at everyone’s fingertips, having your voice heard through the clamor should be a top priority.
VISIBILITY WILL SET YOU APART.
I know that you know that advertising is important, of course, but you may not be tapping into your full marketing potential if you rely solely on organic traffic to attract your clients and customers to your webpage.
You can be the master of content marketing but still have trouble directing traffic to your site. You can spend countless hours tweaking your Search Engine Optimization and still find yourself at the bottom of a search results lists.
If this is you, you’re missing out on a key online marketing ingredient, and that key is PPC.
What is PPC?
PPC, which stands for “Pay Per Click,” is one of two essential parts of Search Engine Marketing (SEM). The other is Search Engine Optimization (SEO).
A massive amount of potential customers use search engines to ask questions and look for products. Think of how you search for content online, you type in specific questions. Because of this, Search Engine Marketing is extremely important to your overall marketing strategy.
Pay per Click advertising is also known as Paid Search Advertising. PPC is a simple way to pay for your ad to be placed at the top of search engine results.
Unlike conventional advertising, however, with PPC you don’t pay for your ad until it receives a click (hence the name). Where Search Engine Optimization fails is where Pay per Click Advertising succeeds.
If you aren’t using the Pay per Click system, your Search Engine Marketing is incomplete.
How PPC Works
Rather than paying one upfront cost to have your advertisement splashed in front of the masses, with PPC you pay every time someone clicks on your ad.
Different traffic providers (like Google and Bing) have their own set Cost Per Click. Every time someone clicks on your ad, the traffic providers charge you that rate.
You pay the traffic provider ahead of time and they subtract the Cost per Click from your budget every time someone selects your ad.
For example, say the Cost per Click with this traffic provider is $5. If you pay $500 up front, the traffic provider will run your ad until 100 people click on it. After that, your PPC budget is depleted. You can then choose to pay more up front for more clicks or tweak your ad to make it more effective.
Why You Should Use PPC
There are many reasons to use PPC in your marketing strategy. It allows you to reach more people, save more money, and hone your message in ways that no other marketing technique can.
Here are a few reasons why PPC is valuable to online business success:
1.Control over Your Advertising
PPC allows you to customize your ad as much as you want. You can have granular control over your ad, designing its content, the demographic it will reach, and the groups you do not want to reach.
If you know how often people are clicking on your content, you can even use this information to control when you want the campaign to begin and end.
With organic traffic, you have to hand over a great deal of control to the search engines with not much guarantee of a return on your investment.
But with PPC, you know what your ad will look like, how much it will cost, and how long it will take to run its course. If your PPC campaign is not converting into sales, you can pause it and tweak it.
One of the disadvantages of trying to generate organic traffic comes from how visible your content is.
In order to appear at the top of a search engine’s results page, you have to have phenomenal Search Engine Optimization. Sometimes the best SEO can still land you six or seven slots down on the first page, making your page less preferable and causing your marketing results to decline rapidly.
In addition, creating the perfect SEO can be a very technical process, fixating on the emphasis of key words and sometimes even requiring software to help you pinpoint your niche.
With the Pay per Click system however, your ads will always appear at the top of the page, guaranteeing visibility and increasing traffic. With PPC, you essentially pay for a penthouse location that appeals to everyone instead of a ground floor apartment most customers overlook or avoid.
PPC lets your message stand out and rise above the rest. Combine this with SEO and you’ll have a lethal Search Engine Marketing strategy.
The more specific you can get when targeting your ad viewers, the greater your chances are of converting those views into sales.
Targeting traffic with SEO is ideal, but SEO campaigns alone can take quite a long time to gain traction.
IF YOU WANT IMMEDIATE RESULTS, PPC IS ESSENTIAL.
With PPC, you can bid on exact keywords that your ideal customer would be searching for and have your ads placed right in front of them. This is an ideal scenario when it comes to having a laser-focused ad campaign.
You can choose the exact demographic you want your ads to reach.
Another benefit to the Pay per Click system is that your ads will not be viewed as unwanted spam to the searcher. Instead, they will be welcomed solutions to someone searching for something specific.
And of course, meeting a consumer with their exact tastes and preferences is a great way to convert a view into a sale.
4. Cost Efficiency
The idea of paying money every time someone clicks on your ad can be intimidating. This leads to the misconception that PPC advertising is a poor investment.
Nothing could be further from the truth! PPC’s return on investment can be incredible provided you’ve tweaked the ad to reach the right audience with the right message.
Consider the simple creation and selling of a product. If you manufacture a widget that costs $15 to make and sell it for $50, you have earned $35 every time you make a sale.
Even though you had to spend money every time, you profited more than twice that amount when somebody bought your product.
In the same way, PPE gives you a high return on your investment. If you have to pay $5 per click and only 20% of your clicks turn into sales, this may not seem very effective. But if each sale brings you $100, that makes it extremely effective! Essentially you paid $25 (five clicks) to make $100, which is a profit of $15 for every click you purchase.
5. Testing Your Message and Product
Pay per Click advertising is the fastest way to determine the success of your online venture.
Purchase PPC advertising and wait to see how long it takes your page to receive traffic. This is an indication of how many people are reacting to your message.
If your message isn’t reaching the right audience or doesn’t have the right content, you’ll receive less and slower traffic.
If your PPC is generating a lot of traffic but not converting into many sales, this is an indication that either you’re trying to sell your product to the wrong market or you need to adjust your product to meet your consumers’ needs.
PPC give you an indication of how your marketing strategy will work and how your product will sell. While this test will cost you, in the long run you’ll be able to generate content and hone your products much more successfully, bringing you more revenue.
6. Blending With Your Market Strategy
Since PPC is an important part of your marketing strategy, it makes sense that it can be used seamlessly with other components of your strategy.
For instance, if you have an email marketing campaign, you can use the Pay per Click system to acquire more subscribers, which will spread your content to people who already want to see what you’re offering.
If you want to focus on a mobile marketing campaign, Pay per Click traffic can drive traffic to your download page, which will mean more people acquiring your ap. If you want to try a dynamic search ad campaign, you can test out which keywords will work well with a Pay per Click trial run.
And finally, PPC marketing goes hand in hand with SEO. Pay per Click strategies focus on immediate return on investment and Search Engine Optimization strategies focus on the long game.
If you can find successful keywords and the proper audience quickly with Pay Per Click, you can use those results to fuel your Search Engine Optimization strategy to make it more effective.
7. The Opportunity for Retargeting
AT SOME POINT, EVERY ONLINE ENTREPRENEUR HAS TROUBLE CONVERTING TRAFFIC INTO SALES.
If a customer visits your page but does not buy your product, you can use the Pay per Click option to win them back.
Retargeting involves creating a new advertisement for a different target audience—one who has been through the figurative doors of your online store and walked out empty handed.
You can customize your PPC advertising in such a way that it targets these potential customers only. You can then pay for other PPC advertising that targets a different demographic.
With Pay Per Click, you finally have the option to customize a campaign that goes after the lost sheep you’re trying to bring into the fold.
Metrics You Should Know About and Use
There are a few metrics you’ll need to know about and track during the lifetime of your PPC campaign in order to know if the campaign is profitable or not. The following is a list of important ones:
- CPC. Mentioned earlier, Cost per Click means you pay the search engine provider every time someone clicks on your page.
- CPM. CPM stands for Cost per Impression. This means you pay the search engine provider for every 1,000 times your ad appears on their page. This has nothing to do with consumer clicks.
- CTR. CTR stand for Click through Rate. This is the amount of visitors who see your ad and actually click on it. This metric is essential to finding out if your message is compelling. If consumers see your ad but aren’t compelled to click, you need to change something.
Where to Advertise
The three top search engines to advertise with PPC are with Google, Facebook, and Bing. Each has their own section for customizing Pay per Click content:
Google AdWords. AdWords is Google’s own advertising product. It offers PPC and CPM advertising as well as site- targeted banner, text, and rich media ads. It is also Google’s main source of income.
YBN. AdWords’ biggest rival is the Yahoo Bing Network. It claims to be combine the forces of Yahoo, Bing, Amazon, Monster, and many other syndicated partners.
Facebook Ads. Facebook Ads is a little different from the other two because Facebook’s primary function is not to serve as a search engine. Instead, Facebook uses its vast demographic profiling capabilities to allow you to target your audience based on location, interests, and psychographics.
Pay per Click advertising will help you jump-start your online venture, giving you the ability to closely measure your progress and test out new ideas.
While it seems like it could eat through your hard-earned money, PPC actually gives you a great return on investment and is a must-have for all online entrepreneurs.
Let us know how Digital Altitude is working for you; and how we can help you further.