You’re looking to drive more traffic to your site and you want to be smart about how you spend your marketing dollars. How do you stand out amongst the abundance of competitors and information on the internet? You’ve explored your options and you’re wondering, is pay per click marketing right for you? Pay-per-click is a digital marketing tool that helps companies increase their visibility on the most popular search engines. PPC lets businesses place bids on the keywords that are most relevant to their target market.
The good thing about PPC marketing is that it gives you measurable results and when your marketing budget is limited, you want to be able to understand the effect of every dollar you spend. With most marketing tactics, it’s hard to know what’s working and what isn’t, especially since most companies utilize multiple marketing tools at a time. With PPC, the results are clear and you pay for what you get.
The other great thing about PPC is that you can start seeing results right away. As soon as you start shelling out the cash you’ll start seeing results. Business can make their way to the top of Google pages, where they would normally rank on the 3rd or 4th page. Many businesses are just too saturated for you to organically show up at the top of the charts, PPC marketing helps to even playing field.
The more visitor you get to your site the more data you’ll collect. Data equals insights. You might notice a trend in customers leaving your site on a certain page. What your visitors are doing on your site is incredibly valuable information and the influx of traffic you get from PPC can help bring that information to the surface. If you take the time to sift through the data that is coming to you, you will be able to spot problem areas and increase conversions.
Although it sounds great to show up at the top of the list on the search engines, PPC isn’t the best marketing solution for every business. Here are my thoughts on the good and the bad of PPC and which types of businesses its best suited for.
This all sounds great, right?
For the most part yes. PPC marketing can be extremely valuable and effective when deployed correctly. However, it’s not right for everyone and should also never be used as a stand-alone marketing tactic.
PPC marketing brings you instant results, but they are short term results. If you just rely on PPC marketing, you will be sacrificing long-term traction. Developing a strong content marketing strategy is essential despite what results you are seeing from PPC. You may be able to get people to visit your site through PPC, but in order to keep them coming back you have to invest time in establishing your brand identity and correctly telling your story.
PPC marketing is not the answer to your marketing problems. PPC is a tool that should be used in conjunction with long-term marketing strategies. The cost of PPC can get really expensive and there is no hope of that cost decreasing over time. Generating a following and distinct brand voice is a long-term marketing initiative that gets cheaper over time. If you’re looking to promote a big sale or publicize an event PPC can be a great tool, but if you rely on it to heavily and don’t back it up with other outlets than it will get costly. Content marketing and SEO(read about how to use SEO as a marketing tool) are important marketing tools that you should be coupling with your PPC marketing.
Pay Per Click is a good option for:
- Businesses with high margins- jewelry, rare products, real estate, vehicles, etc.
- Professional services- doctors, lawyers, contractors, etc.
- Subscription services
- Schools and Universities
- Loyalty Programs
- Seasonal offerings, events and promotions
- Computers and Electronics
- Job Sites
- Internet and Telecom
- Online Shopping
- Beauty and Fitness
Pay Per Click is a bad option for:
- Businesses with a loyal stream of customers and high site traffic- focus on SEO and content marketing instead
- Businesses that have tried PPC and aren’t getting conversions- something’s getting lost in translation, spend your time tweaking your message and branding
- Small local businesses competing with big companies- if your Fortune 500 competitor is already shelling out money for PPC the costs probably won’t be worth it. Know how much a click would be worth for you before diving in
- You don’t have the time to properly manage your PPC campaign and don’t want to outsource it
- High contact businesses- if your business relies heavily on your personal touch and one on one time with customers, PPC may not be right for you.
Tips and Tricks:
If you decide that your business would benefit from PPC marketing, you need to come up with a strategy before diving in. While it can be effective, to execute it correctly PPC marketing takes time and effort.
For newbies into the PPC field, it can helpful to hire a PPC manager. PPC managers can educate you on the process and terminology. What is a click-through rate? How do I track conversions are common questions that a manager can help you with. If you are going to go the management route, make sure you find a PPC manager who takes the time to understand your business, works with you to solidify your goals and course correct when necessary. Look into Hubtaff’s PPC management .
With PPC marketing, you can monitor revenue-per-conversion as well as cost-per-conversion. It is important to have a clear understanding of both all the conversions you are trying to track with your campaign.
When you set up your PPC campaign, you will have to go in and choose your settings. It is here where you choose how to target your audience. Targeting the correct audience is crucial. It may seem obvious but forgetting can cost you a lot of money. Plenty of people make the mistake of not correctly targeting. Spending money in the wrong geographic location or iPhone apps being advertised on Androids are common mistakes that happen when people forget their audience. You have a lot of control over who sees your ads, use it.
In order to get quality data, ad groups should be directed to specific landing pages. If you are only using your websites homepage as a landing page, you won’t be able to garneras much insight into what ad groups and keywords are working most effectively.
PPC campaigns are a process. You should be actively testing different campaigns, copy and landing pages to get a better understanding of what is working. A/B testing is a must for PPC. Don’t get hung up on one message, test out different ideas and see what combinations are working. This process takes a little bit of time but honing in on the right messaging is worth it.
If you are running different campaigns and keyword bids, decide where you want to allocate your dollars. Testing your ad groups will give you a clear understanding of what is working and where you should be spending your budget. Make sure to set your costs to specific ad groups, so you don’t spend more money than you want to when testing out an idea. How much you want to spend on any given campaign will depend on the profit margins of your call to action.