Pay Per Click has an instant impact and gives your brand a much larger reach and exposure as a result of first page exposure on major search engines.
What is PPC?
PPC is Pay-Per-Click advertising used on search engines (such as Google). PPC ads are targeted to appear to users who search specific keywords related to your product or service. The price you pay per click on the ad is determined by the competition on the keyword, and your click-through rate (CTR) – the percentage of users who clicked on your ad out of the total number of users that were exposed to your ad.
Why do you need PPC if you are already using SEO to drive traffic to your website?
PPC is important to combine with SEO because these two marketing methods are the main ways to reach your target audience through Search Engines (mainly Google and Bing). PPC is also the quicker method of bringing traffic to your website when you initially start marketing and need new users/clients as soon as possible. While SEO is crucial for setting your website’s presence and bringing traffic in the long run, PPC allows you to drive in traffic immediately through direct exposure of your ads at the top of the search page, without waiting for your ranking to climb up over time. This is especially a big advantage when you want to market a specific product or service that is time sensitive (such as a Christmas promotion, or a service relative to an upcoming event). It is also the best method for targeting the searchers of keywords that you cannot possibly rank for organically.
PPC ads on Google allow you to offer your potential clients exactly what they are looking for in real time. It also allows you to test different ad messages and different landing pages (A/B testing) to optimize your campaign and increase ROI. An incredible advantage of PPC (which is also available through CPC with Facebook ads) is remarketing to an audience that has already visited your website through Google’s Display Network. Sales campaigns targeted to existing or previously interested clients tend to have very high conversion rates. This is due to a naturally occurring reaction process – many people are not impulsive on their decisions when choosing a product or service. They need to check additional sources or come back later after some thought. If you do not retarget these individuals with a reminder, you may lose an audience that is very interested in what you have to offer.
The main benefits of PPC:
results are fast and measurable
you instantly expose yourself to your target audience
you have control over your daily budget
you pay only for people who were interested enough in your advert to click on it
You can target keywords that you will never be able to rank for organically due to high competition
You can remarket to a precise audience that has already shown interest in your website
At Prime Impression, we take all measures to ensure that your PPC campaigns are performing well, and act to make them perform better. Whether your goal is to increase brand awareness, get more leads, or increase ROI – we will help you reach these goals through 4 main steps:
research involves listing keywords related to your product or service, analyzing your competitor’s keywords, and determining cost-effective keywords based on search volume and competition.
Set up campaign
Create separate ad groups based on different keyword groups, and set up multiple ad copy, as well as multiple landing pages, for A/B testing.
Optimize through analyzation
analyzing your CTR (click through rates) will determine which PPC ads are working better so that you can invest more in the keywords and ad copy that cost you less per click – meaning more traffic, for less money.
further analyzing the conversion of different landing pages that these ads lead to also allow you to optimize for leads.
to summarize – analyzing your campaigns will increase ROI.
Although quicker than SEO, PPC requires patience and endurance for best success.
Many businesses give up on PPC very quickly because they don’t understand that it is a process like any other marketing activity, and they don’t adjust the campaign over time based on its performance. While it is very easy to setup a PPC campaign, the expertise comes in when you need to optimize it. Prime Impression’s experts will not only give your PPC campaign a kickstart, but we will also make sure that your campaigns are constantly being monitored, tweaked, and improved so that they evolve month by month to bring you more traffic at lower cost.
Recapture potential clients who have already shown interest in your business by advertising directly to them through the Display Network.
Paid Search Advertising
Paid search campaigns are one of the most targeted and measurable methods of driving traffic to your website or landing page and optimizing your conversions for a positive ROI.
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