The Internet has made the world a global market, and in the struggle for survival in today’s digital world, the options are either to keep up with the constantly evolving technologies, or be flushed out. Due to the advent of digital marketing, businesses can now get their products and services in front of their online target audience through methods such as, Search Engine Optimization, and Pay Per Click marketing.
Pay Per Click marketing involves paying for visits to your site rather than growing visits organically. It’s a form of internet marketing where you place a bid for your advertisement on a search engine, and when searchers look for services related to your business, your ad pops up. You pay when they click on your ad (Word Stream). Let’s say you’re a wedding photographer in South Hampton and you placed an ad for a promotion that will be held this month. When people search for wedding photographers in South Hampton, your ad pops up, and they click on it. In Pay Per Click marketing, you don’t pay for people to see your ad, you only pay when they click on it.
Although search engine marketing is one of the most common forms of PPC, ads can also be placed on sites, such as Facebook and LinkedIn. Pay Per Click marketing can be carried out in different ways, some of which are:
Paid search marketing
This is one of the most common forms of PPC marketing, and can be carried out with search engine tools like Google AdWords and Bing Network. With this form of marketing, ad campaigns are set using selected keywords which searchers use when searching for a certain product or service. Campaigns are set up by writing ad copy with the selected keywords, and choosing a suitable landing page.
Retargeting PPC advertising
Display advertising (not exactly pay per click advertising) is a popular component of AdWords, and is often used as part of PPC campaigns. Display advertising involves using formats, such as banners, videos, audio clips, and other forms of multimedia to create a more prominent ad campaign. Display ads also make room for targeted marketing, allowing you to target your ads based on categories, such as demographics, interest or to put ads under managed placement (Digital Parc).
Pay Per Click is seen as an extremely profitable form of online marketing because it finds users when they’re looking to purchase a specific product or service. PPC doesn’t focus on visibility, but on the intent of the consumer actively searching for a service directly, and most times, the intent is to buy.
There are many benefits of PPC, some of which include:
- Flexible Campaigns: PPC campaigns allow you to target your campaigns wherever you want. You can set your ads to a specific location or even launch a global campaign.
- Pay per click: As opposed to paying for people to see your ad campaigns, with PPC, you pay when people click on your ad, and are redirected to your website.
- Tracking and insight tools: PPC campaign tools provide you with insights that allow you to analyse and understand consumer behaviour and search patterns. Tracking tools, on the other hand, allow you track the sales that resulted from the ad.
- Keyword targeting: Your ads are created with keywords related to the product/service you’re selling and they only show up when potential customers are searching with keywords relating to your business.
- Can be used on all devices: Regardless of whether potential customers are searching on their PCs, tablets or mobile phones, you can be certain that your ads will pop up when they search for related keywords (Digital Shift Media).
Though PPC is a great way to drive traffic to your site, it may not always be the best marketing strategy for your business. While deciding if PPC is the best form of advertising for your business, it’s important to determine the search volume for your product or service, and your goals for creating the ad.
Pay Per Click marketing is based on search results, therefore it’s important to research the search volume for the product/service you’re offering. If your product or service has a low search volume, then Pay Per Click marketing may be a costly way to advertise.
Another way to determine if PPC is going to be profitable is to first figure out what you want to achieve with the ad. If the aim is to get people to buy a product or service, PPC can be effective. However, if your aim is to increase the number of visits to your site, then PPC would only be an expensive way to promote your site (Fifteen).
DEVELOPING A PPC MARKETING STRATEGY
Pay Per Click marketing is used to achieve campaign goals, such as: increasing sales, generating leads and promoting brand awareness. The process of building an effective Pay Per Click strategy is to:
- Assess your business: The first thing to do before launching a PPC campaign is to assess your business and determine what you want you achieve with the campaign. Know the challenges your business has, evaluate your competition, and develop your goals to help deal with these challenges.
- Develop a strategy: After assessing your business, and the reasons why you need a PPC campaign, you have to develop a policy which will guide you in determining how to use PPC to reach your goals. What actions do you need to take to give your service/product an edge over your competition? What steps do you have to take to solve your problems and how will you use PPC marketing to reach your goals?
- Create an action plan: After developing your strategy, it’s important to create an action plan. An action plan involves a more detailed and coordinated set of initiatives which will directly support your strategy (Search Engine Land). With your action plan, you choose your platform, plan your target audience according to location or device type, research keywords, write ad text, ad extensions, schedule your ads and optimize your landing pages.
Remember that Paid Search Marketing Campaigns are ranked based on how much you’re willing to spend, and the quality of your ad. The quality of your ad is determined by its relevance, uniqueness and the keywords used.