Pay-per-click (PPC) marketing remains a popular way for businesses to achieve a quick ROI on their internet marketing. Here are five great reasons why we believe every business should consider PPC as part of their internet marketing strategy:
1. Instant results
While the aim for all business should be to achieve high organic listings (it’s more cost effective in the long run and research indicates that consumers trust organic results more than paid for results), well planned pay-per-click marketing can help businesses achieve results literally overnight. PPC can help launch new products or services, leverage topical search terms or subjects, shadow the competition etc.
2. Rebuilding SEO
With recent Google algorithm changes having resulted in many web pages receiving much less prominence in search engine results than previously, PPC marketing is also increasingly used by companies to maintain some presence on page 1 of Google while they rebuild the effectiveness of their website and organic SEO.
3. Building SEO and developing content
In fact, PPC can help with this aspect of the building too! Effective analysis of the PPC will determine which keywords and which calls to action deliver a return on investment – and this can be used when creating content for websites and trying to acheive strong organic search results.
4. Goal setting and conversion tracking
One essential for PPC marketing is goal setting. Conversion of clicks to sales remains the most often quoted goal, but for other organisations the aims may be different. As mentioned above, PPC may simply be a way to retain some realistic presence in Google’s search engine results. For other business, the aim may be to sign up customers for future marketing or to engage them as potential fundraisers, donors or participants. For any measurement of conversions, tracking is required. Only when a PPC campaign has conversion tracking implemented can a true representation of its return on investment be calculated. This will give an indication of the overall revenue generated, whether as an actual figure or a relative one in terms of the value of a lead.
5. Landing pages
One important element in the success of any PPC campaign is to create landing pages which deliver what the paid for listing has promised. Too many times – due to lack of understanding or time – paid for ads link to a websites home page where it is all too easy for a potential customer to become lost in a welter of messages. At the very least link to the appropriate product page but even better create a bespoke page which incorporates the wording of your PPC copy.
Developing the right copy is important too – and you must create variations of your offer. This is very easy when setting up the ads and will benefit your website and other marketing content as mentioned above.
PPC marketing requires daily monitoring to make sure you are maximising your spend. If you feel this is beyond the scope internally, then look to appoint an external digital marketing agency to manage your campaign.
Image Credit – droetker0912
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