Pay Per Click Advertising For Effective Marketing
Marketing for local businesses, national companies and websites increasingly focuses on a multi-channel approach that includes search engine optimization or generic promotions and paid advertising. Pay per click advertising or PPC is a promotional strategy that involves writing advertisements using keyword phrases that people use when trying to find products and services on the Internet. This type of advertising costs nothing unless a prospective customer clicks on the ad. Various companies offer PPC advertising, but the most popular is Google AdWords.
Understanding How Search Marketing Works
The idea of search engine marketing is pretty simple, but the details can become complex. Websites choose keyword phrases that people are likely to use when searching for things on the Internet. In a perfect world, search engines match searches with the most relevant websites, but millions of people are trying to sell things online. Most people only look at the first few sites on the search-return lists that companies like Google and Bing provide. Trying to get your business highly placed on the list is called search engine marketing. Getting on top is difficult, but advertising allows you to get your business on the first page. Search engines sell these ads and display them beside generic search returns. The companies only charge if someone actually clicks on the ad. The benefits of this type of promotion include:
- You can launch your advertising campaign faster and get immediate qualified leads.
- You gain more traffic for your website in addition to any generic search results.
- You can limit the number of clicks each day, week or month, so you control your spending.
- PPC makes it easy to test new products or campaigns without spending lots of money to optimize a website.
- Choose different copy to track conversion rates and determine which marketing strategies work best.
- The method works especially well for targeting local customers for brick-and-mortar businesses.
Types of PPC Advertising
Types of paid promotions include search-based, location-based, content-based and demographic-based campaigns.
1. Search Campaign
This campaign is based on the products and services you sell. Your advertising uses keywords that relate to the product and might include such details as menu options for restaurants, various building services for contractors or art supplies for retailers.
2. Location Campaign
Location campaigns target customers from a neighborhood, city or region. You can select targeted locations, and when people from those areas search for anything on the Internet, your ad will appear.
3. Content Campaign
These campaigns work well for companies that relate to certain attitudes or problems like a dermatologist advertising near an article about acne or an organic foods company advertising when articles about the environment appear. Content campaigns work well with social media networks where people look for companies that share their attitudes on various subjects.
4. Demographic Campaign
This type of promotion allows you to choose gender, age range and other demographic targeting criteria such as social networks, marital status and income.
Writing Persuasive or Clickable Copy
The secret to managing successful paid advertising is to target customers who are looking for specific products and services. You don’t want to attract general customers unless you offer hundreds of product choices on your site. You pay for every click, so you want people to click on the ad when they’re really looking for a product or service that you offer. You also want to persuade people that you have the perfect product to match each query. Effective paid campaigns use the following techniques:
- Set a realistic, sustainable budget.
You can easily spend more than you could afford if you’re not careful, so set sensible daily limits.
- Choose accurate, long-tail keywords.
Trying to promote a broad category like clothing with paid advertising is counterproductive because your conversion rate will be low. Try to choose detailed keyword phrases like “studded leather motorcycle jackets” to narrow the results to people who are interested in what you’re selling.
- Write persuasive, grammatically correct copy.
Use appropriate language for the customers that you’re targeting, and triple-check your copy for good grammar and proper spelling. The company that sells the ads might also have certain criteria to follow—for example, Google doesn’t allow superlatives like best, greatest, etc.
- Make sure that you advertise items that generate enough profit.
Advertising inexpensive items or low-profit items could be counterproductive if it costs more to advertise than you stand to gain in profit.
- Try to target underutilized niche markets.
You can use Google and other search engine’s analytical tools to find out how many searches are made each month for particular keywords. If the competition for a keyword is strong, try promoting a less competitive niche to get a better conversion rate.
Integrating Mobile Phones and PPC Advertising
Another specialized type of paid advertising is price per call, which has become increasingly popular for local marketing. People use their smartphones to find local goods and services and make restaurant or theater reservations. This alternative form of mobile advertising bases its costs on how many phone calls customers place to businesses.
Competition for Internet business is intense and includes local, regional, national and global competitors. You can’t always get top rankings in generic searches, but you can ensure that your business is seen if you buy pay per click advertising. Modern marketing involves using multiple channels like retail sales, websites, emails, newsletters, social media networks, SEO strategy, authoritative links, online referrals and PPC campaigns to reach potential customers.