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PPC Marketing: how can you harness it for your small business

PPC marketing, PPC advertising, Paid search, Paid search marketing, Search engine marketing – SEM. What do all these phrases have in common? They are used to talk about Pay-Per-Click advertising.

What is Pay-Per-Click marketing?

This is advertising on search engines like Google, Bing and Yahoo where advertisers bid to have their advert on the first page of the search engine. You can also do Pay-Per-Click advertising on social media sites with Facebook leading the pack with advertising on their platform.

Why would you use Pay-Per-Click marketing?

The advantages of PPC marketing are:

  • Timely: You can do time-sensitive advertising without worrying that your ad will miss the mark.
  • Instantaneous: Your ad will be on the first page of the search engine within minutes of creating your account.
  • Isolated: Your ad will not be affected by changes made in search engine optimization (SEO) for web browsers.
  • Presence: Your company may take up more space in search engine result pages because you will appear in the paid results and if people click through to your website, your website will rank higher on the search results. This will also give you more authority with search engines and those customers seeking to use your products.
  • Control: You have total control on what images are shown with your ad, what your content is, and where on your website you want your client to go.

Those are some great advantages but there are a few disadvantages:

  • Steep learning curve: It will take some time to learn how to use PPC marketing accurately.
  • Costly: If you are not careful with your budget, you can spend more than you would like.
  • Targeting your audience: If your audience does not fall into a specific search category, it could be difficult to target the specific clients.

How can you harness PPC marketing?

Here are five aspects to consider when using use PPC marketing to grow your business and generate great leads.

1. Landing pages

It is important that your landing pages are up to scratch. You don’t want to pay for marketing that will not convert. It is important that your potential customer is directed to the appropriate page and encouraged to phone you or fill out a contact form.

2. Budget

What is the budget which you wish to spend on PPC marketing? How much do you want to spend on your potential new clients? You need to assess how much return on investment each click-through will cost you. You can learn more about cost per click by using this calculator.

3. Keywords

Start out small and specific. If you are printing company and you make your money from fine art printing, then use all the words instead of just printing. You can learn more about the keywords used in your industry by going to Google Adwords’ Keyword Tool.  You will also need to look for negative keywords. Those are words which you don’t want your ad to display on. Here is a list of negative keywords to use depending on your industry.

4. Write your advert copy

Your ad copy needs to be enticing. Ensure that one of your keywords is in the ad copy. This will be in bold for the searcher to see. Make sure you have a feature or benefit for the searcher should they click through on your ad. Make at least three versions of your advert.

5. Make sure you look at the analytics

This will show you how your advert is performing and you can then go back and change the keywords and geographic location accordingly.

By considering these aspects, you will be well on your way to creating leads which could potentially become paying customers.

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