Since the dawn of marketing, paid ads have occupied a central part in every self-respecting business strategy and this is a trend that has carried on into the digital age. The key difference here, though, is that there are more than a few different online options to cater to those on a wide range of budgets, with the most popular of these being Google’s Pay-Per-Click (PPC) ads.
What’s in a name?
Google PPC ads appear prominently on the search engine’s results page whenever a relevant product or service is searched for by a user. So named because the appropriate party will be charged a set amount of money every time the advert is clicked on, PPC ads can be vital in helping companies drive traffic directly to their website or product pages and can also work to heighten awareness of their brand. Remember, though, these ads will only last for a limited amount of time.
These ads can appear at the top of the list of returned search terms and can also feature prominently as images. These image-based ads can also sit to the right of the screen and contain a key amount of information, including the name, price and rating of the item or service in question, giving the searcher a good overview of what they are looking to buy.
Keywords at the ready
In a similar way to SEO, true success with PPC ads comes from deciding on which keywords to target. Following some extensive keyword research, you should make a list of which keywords you’ll be basing your ad campaign around before bidding on these in a form of online auction. These keywords should be chosen based on what those who you are looking to target search for most frequently when they are searching for products or services like yours. Don’t fret if you’re unsure about committing to just one keyword though, the simplicity of PPC ads and their emphasis on testing will allow you to experiment until you find something that is right for you.
The importance of a good PPC strategy
Whilst organic SEO can be an effective means of driving traffic to your website and boosting the profile of your brand, this can take significant time and effort and isn’t always totally measurable. With PPC ads, you can heighten your visibility on Google whilst targeting your audience in a quicker way. Choosing an effective keyword, or range of keywords, can also ensure that your ads can be seen by the right people, which gives you more chance of converting these leads into sales. And with the additional ability to target by age, gender, location and device, this presents brands with a multitude of options. PPC ads could also be an extremely valuable way of increasing your profits, with one well-placed ad potentially giving you some impressive ROI, depending on how much you pledged to pay each time the ad is clicked. When all is said and done, the success of these campaigns can also inform your later, more organic marketing efforts, with the data collected here, on things such as client behaviour, essential to understanding what makes your audience tick.
How Truly can help
At Truly Content, we’re a seasoned marketing company with an all-encompassing knowledge of both paid and organic advertising options. Whatever your budget, we will work with you to construct a PPC campaign to meet your every need. Enquire today.
Another service you may be interested in is Email Marketing, find out more here.