How To Use Pay Per Click As Part Of Online Marketing Strategy

How To Use Pay Per Click As Part Of Your Online Marketing Strategy

What Is Pay Per Click (PPC)?

Pay per click is an online advertising process where ads for goods or services are displayed when search engine users enter related search queries. These adverts are also available on various social media platforms.

Advertisers pay when the users click on these adverts, hence the name “pay per click”. When used in a search engine these ads appear at the top or base of the search engine results page (SERP). We’ve all seen them. Organisations wanting to ensure that they show up at the top of the SERP can therefore pay for the privilege.

All ads pass through an ad auction. Google and the other search engines score the ads based on relevance and price. Keyword prices can differ substantially depending on the competition. You’d be ill advised to pay less than the suggested price or you might never see your ad in a prominent position.

PPC is an effective way to promote a brand, and a viable way to attract traffic to a new website. The process is quite simple. You create an ad linked to a certain keyword. When a query which matches the keyword is targeted, your ads are displayed, according to the relevance and the price that you bid.

When Pay Per Click is Recommended

When you need quick wins

When you are in need of a steep increase in traffic. Pay per click will provide a steady flow of. A strategic SEO plan is equally important, but this is a long-term solution. If you need quick, fast targeted traffic, you will have to pay for it. It is also a useful strategy for promotions, sales and discounts or to attract attention to one-time events.

Retargeting existing customers

A sales campaign where you retarget existing customers can be a lot more successful than in a broad sales campaign. Much higher conversion rates can be expected from a retargeting campaign. A site visit shows that an individual is interested in your product or service.  Facebook and Google AdWords both offer useful retargeting options.

Niche products

The long tail keywords for niche products are not as expensive as the more popular keywords so PPC is often a good option for advertising niche products online,

Reasons Why You Should Include PPC in Your Marketing Campaign

  • PPC allows you to reach a highly targeted audience. Demographic information on social media and keyword targeting on the search engines means that you can carefully select the audience that you want to reach
  • You can stop and start your campaign any time you choose, and you only pay for the advertisements that draw attention.
  • All PPC advertising platforms offer exhaustive metrics that allow you to measure the success of your campaign, giving you insights into advertising dynamics and the behaviour patterns of your audience.

Pay per click can play an important part in the online marketing efforts of any organisation. Carefully planned and implemented campaigns can offer quick gains and a good return on advertising investment.

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