Are you thinking about PPC marketing for your business or product?
Let’s start with the basics: what is PPC marketing?
Basically put, PPC means “pay per click”: you’re only charged for your ad when someone clicks on it. And PPC marketing is the use of such ads to sell your product or service. When we talk about PPC, we almost alway mean Google AdWords, although that is not the only medium that uses this payment method. Without getting needlessly technical, we want to run down the benefits and the challenges so that you can run the best PPC campaign possible.
Why run PPC?
PPC is targeted by design. Providing you’re bidding on the right keywords, you know that people are already searching for your product or services. And that targeted nature is complimented by the fact that you only pay for those interested enough to actually click through. And here’s another benefit: it’s a form of search-based marketing that won’t take time to come into effect! So, if you need to kickstart your campaigns, this might be a good first port of call.
Overcoming the challenges
Though the benefits are plentiful, they are only delivered when you work skillfully and efficiently. Your PPC project will fall flat unless you do your research first. You have to consider things like competition, keywords, and– of course– search volume. Are people actually searching for your product or service? If they’re not, PPC is not your marketing vehicle of choice. And after you do your research and have pushed the campaign live, you need to stay vigilant. PPC is never, and can never be, a set-and-forget activity. You need to keep an eye on not just your cost per click and click-through rate, but the bounce rate on your landing pages. Detailed analytics never hurt, and a PPC expert keeps track of it all.
If you have a high bounce rate, what it might be telling you is that your landing pages are poorly matched to your PPC ads. If your bounce rate is so-so, and your conversions are low, there’s also work to do on your pages themselves. Conversion optimisation and on-page testing is a necessary part of running a successful PPC campaign.
If this all sounds like a bit too much to fit around your everyday schedule, you’re probably right. As we said, PPC is not a set-and-forget activity, and requires extensive upkeep to stay cost-effective. So, if you’re looking for a little assistance, get in touch! We have the experience and specialised advice that will give you the return on investment you’ve been hoping for!