PPC marketing or pay per click marketing is one of the most popular method of advertisement employed by business owners on the Internet. PPC marketing may often be referred to as pay for position, cost per click or pay for performance. But regardless of the term used, PPC marketing is the online advertiser’s medium of choice for promoting products and services to online consumers.
PPC marketing is beneficial to both the advertiser and the consumer. Advertisers using PPC marketing only need to pay when a prospect actually clicks on your ad. This results in the customer being linked to the sites from search engines. At the same time as consumers are relieved of having to get annoying emails or pop-up ads for products and services.
When an online consumer searches for a specific product or service on the Internet, corresponding PPC marketing ads are served alongside the results generated by the search engine. This forms a highly targeted consumer group that is more likely to purchase your product or service. In addition, websites get to limit their advertisement costs with the use of PPC marketing. PPC marketing is truly a winning solution for both parties.
Despite the obvious advantages of PPC marketing, there are possible drawbacks that can cancel out its benefits. One of the most common issues associated with PPC marketing is the inexperience of many advertisers attempting to use this marketing method. Simply submitting PPC marketing ads to a search engine such as google, does not make up the entire campaign.
PPC marketing requires a calculated and systematic approach to setting up ads. PPC marketing involves the use of keywords and biddings in order to get profitable placement on a search engine. Getting a good position on the results page helps boost traffic to your website, which can easily translate into profit.
Without the necessary experience and knowledge to carry out a targeted PPC marketing campaign, the expected results may be limited and provide a poor return on your investment (ROI). PPC marketing ads also require continuous funding, as discontinued payments will also result in discontinued ads. This would be unfavorable for a website that has already built high rankings with their PPC marketing ads.
Bidding on keywords can also be quite costly. As the growing number of businesses struggle to bid on the most popular keyword, the cost per click can become inflated driving up overall costs for PPC marketing campaigns. Without proper guidance small businesses are at a disadvantage here. Big business websites are able to pay more for popular keywords, meaning SMB’s need to become more creative. Getting into a bidding war with large companies will just lead to a waste of the limited marketing budgets available to small companies.
There are a number of things that a website should consider when running an effective PPC marketing campaign. It is important to develop a marketing plan in order to get the most return on investment from PPC marketing. Selecting the most appropriate keywords that relate to the site’s business is essential in when developing a PPC campaign.
However, simply choosing the most popular keywords does not necessarily translate into profit. Choosing more business specific keywords (Long Tail Keywords) will allow you to place your site in a profitable position on the search results page. This gives you the best opportunity to get greater awareness from potential online consumers. In addition, targeting these long tail keywords reduces the cost to get your ad showing highly for key business terms.
It is also important that a website constantly monitors the performance of their PPC marketing campaign. This will help the you to modify and optimize your PPC marketing ad to make it more productive. At the same time any PPC marketing ad that has not proven effective can be immediately altered or stopped completely. Altering PPC marketing ads is a continuous process that every business owner should do. This will lead to an increase in their return on investment.
The popularity of PPC marketing has given rise to professionals offering PPC marketing services for small and big businesses. Hiring a professional PPC marketing company is advisable for a small business without experience in PPC marketing. Most PPC marketing companies offer reasonable rates for their services and at the same time produce increase results.
At Altitude Digital, we can attend to all the details commonly involved in managing your PPC marketing campaign. We understand that handling a PPC marketing campaign is a time consuming process that can be overwhelming. Altitude Digital can help set up your PPC marketing campaign, manage the whole process and provide you with clear updates on the increase in your ROI.
If you would like to speak with one of Altitude Digital’s Marketing team and have a free PPC assessment, please Contact Us Here or call 02 8035 3482.
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