Here’s your shocker stat of the day: 91% of websites receive zero organic search traffic from Google. This can be incredibly disheartening for business owners who work hard to build a website but see very little results from it.
Does this sound like you? Are you frustrated by your inability to drive more traffic to your site?
If so, it’s time to add pay-per-click (PPC) advertising to your digital marketing strategy. Keep reading for our PPC guide that will introduce you to this vital marketing tactic.
What Is PPC Advertising?
There’s no doubt that search engine optimization (SEO) is important, but it also takes a long time to execute properly. If you’re a new or struggling business, you don’t always have the luxury of waiting for your website to receive organic visitors.
This is where PPC marketing comes to the rescue. Rather than waiting for your website to rank well through SEO, you pay the platform (Google, Microsoft, Facebook, etc) to place ads for your company at the top of the search results.
The beauty of this business model is that you only pay for the ad if someone clicks on it — hence the name “pay per click.”
How Does PPC Marketing Work?
Let’s say you own a law firm in Miami, Florida. Someone types “best accident lawyer in Miami” into Google’s search bar and clicks enter.
Behind the scenes, an auction for that keyword takes place instantaneously. Companies who have set up a relevant ad and placed a bid on that keyword are automatically considered. Depending on the bid amount and the quality of the ad, the search engine chooses a “winner” and places their ad at the top of the search results.
For a more detailed explanation of how this process works in a real-life setting, you can read more now.
What Belongs in Your Pay-Per-Click Marketing Strategy?
Like other aspects of your marketing strategy, you need to set clear goals for your PPC ads. It’s not enough to say you want to “grow your business” — that’s a given.
Instead, think about specific goals such as:
- Boosting brand visibility and awareness
- Attracting more leads
- Improving your conversion rate
- Making repeat sales to past customers
- Highlighting new products or services
Once you have your goals in mind, it’s time to do some research. Take a look at trending keywords in your niche. Study your competitors to see what’s working (or not working) in their ads.
Next, analyze which of your products sells well and has the best ROI. The idea with a PPC campaign is to “get the ball rolling” and jump-start a sales boom on your website. Craft ads for your best-selling products first, remembering that you can always expand to other products as your business grows.
What Will You Do With This PPC Guide?
PPC advertising is an important part of your company’s digital marketing strategy. It’s the easiest way to drive more traffic to your site — fast — while you work on SEO and other long-term marketing efforts.
Bookmark this PPC guide and refer back to it anytime you need to update your marketing strategy!
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