Everyone is looking for new ways to reach potential customers and taking an ad out in the newspaper is definitely a thing of the past. With the Internet and social media at everyone’s figure tips, it’s easy to wonder what marketing strategy would be best.
What is PPC Marketing?
Pay per click, or PPC, marketing is one of the most effective and efficient ways to reach your target audience because you only pay when people click on your ads. With ppc marketing, you are paying for exposure— paying to have your business put in front of people who are searching for answers using specific keywords.
How Does It Work?
Google Ads, formerly Google AdWords, is the most popular ppc advertising platform in the world with ads showing up, not only in search engine results but also on all other Google owned platforms.
Businesses bid on keywords and pay for each click, Google chooses ads based on the quality and relevance of the business’ keywords, the size of the bid and how well their ad campaign scores on AdRank. AdRank produces a quality score value that factors your click through rate (on your website), relevance to the topic/keyword, and quality of your landing page [which is why SEO is so important when building your website]. The AdRank system allows for winning ads to reach potential customers at a cost that fits their budget.
How Do You Manage It?
Regularly. Continuously review and analyze the ad performance on your account and make adjustments for optimization. Adjustments may include adding ppc keywords or splitting your campaign into smaller, more concentrated sub groups. Review expensive ppc keywords, determine if they’re worth keeping and if not, delete them.
Getting the right customers to your page is often times more important than getting a lot of people to visit your website. Google Ads and it’s management system, allow you fine tune your business and niche so you get exactly who need—ideal customers that will love your product and love your company: customers who are interested in watching your business grow.