In the last post, I gave the low-down on search engine optimization and why anyone who owns a website should consider investing in an SEO campaign of some shape or form. While 'SEO' describes the tactics that are used to drive traffic to a site organically, Pay Per Click, or PPC, is a form of advertising where you pay a fee each time your ad is clicked.
When PPC is done well, it can be a highly effective form of internet marketing. If you pay a mere $2 when someone clicks your ad and it results in a $200 sale, it's a no-brainer. The problem is knowing how to use PPC so that you're driving the right traffic to your site and not wasting a fortune on advertising that doesn't yield any leads or sales.
Adding Google AdWords to Your Internet Marketing Strategy
Google AdWords is the most popular PPC system available because the ads appear in Google search engines and other Google platforms. When a person performs a search, Google weighs factors that include the keyword terms used in the ads as well as the bid price to decide which ad will appear in the ad space at the top of their search engine results pages - a great place to be!
The Risk of Not Doing PPC Well
While using PPC as a way to market your brand online can be a great strategy, it's not all that easy to do well and takes a great deal of time and expertise to manage. Perhaps the biggest problem people unfamiliar with PPC marketing face is choosing keyword terms that have high buyer's intent? Say what? The keyword terms that people are using to search for the goods and services they're ready to buy, now. You don't want to be paying a fee every time a 'tire kicker' clicks on your ad. You want people who are ready to buy to find and click your ads, so how do you know which terms to use? You've got to do very careful keyword research, not just once, but on an ongoing basis to continuously refine your PPC ads.
The long and short of it is that successful PPC campaigns don't evolve from dabbling in PPC in your spare time. If you really want to make advances with PPC, it's well worth the investment to pay an expert to start and manage a PPC campaign for you.
Looking to get your feet wet? Saltmedia provides website design services and cutting-edge SEO and PPC services to large and small businesses. Give us a call to learn more about our enterprise level internet marketing management services: (780) 539-7258.
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