You now have a fully functional website designed especially for the business venture that you’ve built from the ground up. Congratulations! That’s the first step to establishing a solid online presence, which is a must for any company aiming to become a competitive entity within their niche. With a quality website, you’re able to tell consumers your story, present your products and services, encourage your audience to buy, and motivate them to return (preferably with people they know in tow) regularly and check out what you have to offer.
Of course, before you can begin doing any of those, you need to be able to steer people toward your online real estate first. Simply launching a website isn’t going to put it right in front of your target consumers’ eyes. You need to make it easy for people to find you on the Internet, and that entails having an effective marketing strategy in place, and one such technique you can implement is pay-per-click or PPC marketing.
What is it?
PPC is an online marketing model wherein an advertiser (you, as you promote your business) bids for advertising space on search engines’ sponsored links. The ad will appear each time a Web user types in a keyword related to what your business offers. When an Internet user clicks on your ad, he is brought to your website, and you pay the search engine a small fee, hence the catchy name pay-per-click.
This marketing strategy is beneficial because the traffic you receive from the ad can be worth much more than what you paid for it. For instance, you pay the search engine $2 for each person that clicks the ad link; but if a person goes on to your website and purchases a product worth $200, then you’ll see how big your profits can be. Not bad, right?
What do you need?
To set up an effective and profitable PPC campaign, you’ll have to do extensive research on the best keywords that would connect Internet users to your website. You’ll also have to create the landing pages where the people who click your ads will be directed to, and these pages have to be optimized to encourage people to buy.
Is there a tool that would be great to use?
Google AdWords is perhaps the most popular tool designed for creating PPC advertising campaigns. Google gets the lion’s share of users for its search engine and other properties, so it makes sense to develop your PPC campaign around it. If you have carefully selected quality and relevant keywords that fit your business well, and made a substantial bid for such keywords, then you can expect good results whenever Web users initiate a search on Google.
In addition to these, your Ad Rank will have much to do with your PPC campaign’s performance. This metric multiplies two essential elements: the Quality Score (which pertains to the quality of your landing page, relevance and click-through rates) and the CPC Bid (the maximum amount that you are willing to spend for your ad).
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