Pay per click (PPC) is one of the
best models combining the relevancy of organic search and immediacy of
advertising. In this advertising model, businesses target web visitors with relevant
ads when people search for particular phrases. Unlike organic search listings
where it can take a long time, lots of creativity to prove authority. PPC
allows you to tell search engines, “Hey, I know my audience is searching for
XYZ, put my ad up”. Within minutes you’re getting in front of people looking
for the answers to the questions that your product solves. A direct approach!
are the ads found?
Pay Per Click ads typically appear
in the right and top part of the search results page. PPC advertising allows
you to choose as many relevant search terms as you want and advertise on them.
The beauty is you only pay when someone clicks on your ad! And you are
allowed to bid how much you would like to ‘Pay Per Click’, thus the name. You
can be live within minutes of setting it up and drive traffic to your website
the same day. You pay only when someone actually clicks on your ad, not pay per
view or impression.
are the PPC Pros?
Easily measurable: PPC is easily measured. Marketers are able to get raw numbers within seconds for Return on investment (ROI) and cost per acquisition (CPA)
Highly Targeted – You can easily hit your target audience by using the proper keywords.
Controlled Cost – You only pay when someone clicks on your ad.
Fast Speed – Everything about PPC is done fairly fast. The campaign can be running in less than a day
Easy Control – You have total control of what the searcher sees when they view your ad or click through to your site.
Flexible Timing – You can set up your ads to only run when you want them too
are the PPC Cons?
Expense – A PPC campaign can be expensive it if isn’t executed and monitored correctly.
Click Fraud – There is always a risk of getting unethical clicks.
It sometimes can become a debate
Engine Optimization (SEO) and Pay Per Click (PPC) are
involved. Opinions for and against each of them can become a maze. Some believe
that you get more out of paying for the targeted traffic. All while others
point out that SEO brings free traffic to your Website. No matter the side of
the debate, most experts agree on one thing, COMBINE BOTH!
The Most Effective Marketing
Strategy is combining SEO & PPC. Focusing entirely on SEO leads to missing
out on the 25% of Web searchers who click on paid listings. While focusing
entirely on PPC allows SEO savvy competitors to land those other searchers.
Furthermore, PPC advertising can fill in the gaps for your SEO. During the 3/5
months that you are SEO optimizing and waiting for results. You can drive most
of your traffic via PPC ads. Combining both PPC and SEO means that you will
take up more search engine real estate. More screen real estate!
Unlike organically ranked content,
PPC has a fixed space in the Search Engine Results
Page (SERP). Thus, if combined with organic SEO content,
a visitor searching for your target keywords/queries. Will then find most of
the SERP real estate occupied by your target content. From navigational,
informational to transactional!
Above all, keywords are the driving
force behind PPC campaigns, and must be selected very carefully. Again, it’s
vital that these words reflect the image and content of your website and your
marketing materials. For instance, when researching and collecting keywords,
your task is to find a balance. This is between being so specific that no one
(or very few people) search for your keywords. Then being so general that you
appear for every keyword including one that make no sense at all. Tricky
This is always a starting point when
faced with the keyword paradox. The Google keyword planner is available in 2
variations, one for AdWords clients, and the free public one. Even if you never
use AdWords, this tool is worth it for research! Keyword research is a no
brainer when doing PPC. It allows you type in your own keywords and see
relevant suggestions Google has based on other people’s searches. Similarly,
the number of searches that done per month and approximately how much each
Keyword will cost/click. In addition, your website probably already has a
number of keywords sprinkled throughout. Use this tool helps you to review your
existing website and analytics for keyword opportunities.
For lasting results, your PPC ad
campaign needs to be tweaked on a fairly regular basis (once a week).
Consistent tracking allows you to remove keywords that are wasting your PPC
budget. Thus, add newer keywords, both positive and long-tail and negative
ones. It helps you become cost effective! Possible changes include pausing ads
and keywords with low CTR. Then adding newer ad copy and changing ones that are
underperforming. Later, reducing keyword bids if the campaign is hitting daily
budget limit, etc. Always identify low CTR, keywords with higher cost-per-click
and other aspects that negatively impact your ROI.
Executive Assistant and Content designer at T3 Direct LLC
I have tailored my skills in all verticals of marketing & business development. I have mastered a niche in Lead Generation, Digital Marketing, organize/develop projects, team development, data analysis, & excellent customer service.
About us and this blog
We are a digital marketing company with a focus on helping our customers achieve great results across several key areas.
T3 Direct is a company that produces corporate sales meetings, with a select specialty in some business to consumer aspects. Our mission is to connect people, places and ideas through sales meetings, events and interactive media. We help our clients reach their most important customers and prospects in the U.S. and Canada. We do this through face to face sales meetings as well as virtual options such as web conferences, SEO and SEM.