Pay-Per-Click Marketing

Businesses that have effective, search engine optimized websites place themselves ahead of the competition for ranking in search engines. But, what happens if your website is not ranking within the first five results in Google or even on the first page for your most important keywords? Ranking high in search engines is not easy as competition on the web continues to grow. Is it really possible to increase your chances of showing up on the first page of a Google or Bing search?

The answer is “YES” and it begins with implementing an effective Pay-Per-Click (PPC) advertising plan. Pay-Per-Click, also referred to as PPC, is an effective way to help your business develop brand recognition, a consistent online presence, and increase website traffic.

Pay-Per-Click is a way to pay for visits to your website or landing pages to complement the organic visits you already experience. Google makes pay-per-click advertising easy, effective, and profitable using Google AdWords. Social media platforms including Facebook, LinkedIn, Twitter, and Instagram also provide platforms to display paid ads.

So, how exactly does PPC work?

In a PPC campaign, you pay Google to have them list ads for your site at the top and bottom of the organic search listings. When someone clicks on your AdWords advertisement, you pay the current Cost Per Click (CPC) from your budget. Once your entire budget has been depleted, Google stops your ads until you replenish your fund. You can set daily budgets to keep control on your advertising spend.

While PPC is easy to implement, you shouldn’t rush into the process. Because it is so easy to create an ad, we find that many business owners often become frustrated because their ad campaigns don’t yield the results they expected. Effective ads takes planning and research as well as frequent monitoring to tweak and optimize each ad.

It’s important to understand that the “click” doesn’t guarantee sales – it simply means that someone clicked on your advertisement and will be routed to the web page you specified when you created your advertisement. Not all pay-per-click campaigns must result in a purchase. Many businesses use pay-per-click campaigns to sell products but PPC can also be used to promote services, promotional materials, news releases, and other content – all intended to build a brand or share content.

The first step to developing an effective PPC marketing strategy is to create SMART goals. These goals must be Specific, Measurable, Attainable, Relevant and Timely, otherwise resources will be wasted on poorly developed campaigns and success measurements will be lackluster.

Next answer the following questions:

• What is my primary objective? Is it brand awareness? Lead generation? Customer conversion?
• Who is my target audience? What are they attracted to?
• What are my keywords? What is my competition ranking for?
• Where should I place my ads? Should I geo-target my ads?
• What is my ad budget?

Once you’ve answered these questions, it’s time to create a text, image, or video advertisement and publish it to your search engine advertising account. You will be able to specify the following criteria for each ad:

• Start and stop dates
• Keywords
• Maximum PPC price
• Audiences by demographic and other filters

Once your ad has been approved and is published, you’ll need to check your dashboard frequently to monitor progress and make any adjustments to optimize the campaign.

Clearly a lot goes into building a winning PPC campaign: researching and selecting the right keywords, organizing those keywords into well-organized campaigns and ad groups, and setting up PPC landing pages that are optimized for conversions. It’s possible to manage your own PPC campaign but it requires time and expertise to be effective. You may not have the time, staffing or advanced marketing knowledge to do this work without support.

Many businesses owners depend on marketing professionals to create and maintain their Pay Per Click campaigns. Colorado Springs SEO for Growth will work with you on all aspects of a successful PPC campaign. We have the resources and expertise to develop a winning PPC strategy that gets the results you want.

Colorado Springs SEO for Growth provides pay-per-click and pay-per-impression advertising consulting services to clients for Google AdWords, Facebook, Microsoft adCenter, LinkedIn, Twitter, and other sites. We will work with you to develop a plan that works with your needs and budget.

Ready to Get Started?

Implementing a marketing strategy that includes Pay-Per-Click advertising is an important part of a comprehensive business plan. When you postpone PPC marketing, you are leaving money on the table for your competitors. We can help you develop Pay-Per-Click campaigns customized for your business. Contact Colorado SEO for Growth today to learn what we can do for you.