If you want to get your business found on the Web, you have to show up prominently on Google®, Yahoo!® or Bing®, where 95% of all Web searches occur. But optimizing your website so that it appears on the first page of search engine results is challenging and can take months to accomplish.
So, What PPC advertising is? With pay-per-click (PPC) advertising, you don’t need to depend on your website’s organic search ranking to get higher visibility. PPC advertising can get you prominent placement on top search engines right away.
Advantages of PPC Ads
There are several advantages to using pay-per-click advertising:
- You can buy your way to the top of Google search pages by using the right campaign strategy and bidding technique.
- Your ads will display to a very qualified audience – people searching for keywords that are specifically related to your business.
- You control your advertising budget, so you can spend as little or as much as you want.
- You only pay when someone clicks on your ad.
- You’ll get measureable results.
Quick Solution: Services like Road2Xl Search Engine Visibility Premium will create and manage a PPC campaign for you – all you need to do is set a budget.
Make Your Advertising Dollars Count
Before you start building your first pay-per-click campaign, there are a few factors you need to consider.
- Budget: Determine your monthly advertising budget. You need to know the average cost-per-click for your keywords, number of impressions and average conversion rate.
- Keyword Selection: Your ad campaigns are based on words or phrases someone would use to look up your business. When someone searches using a term, you and your competitors will bid to have your ad display. The more targeted and specific your keywords, the more qualified the traffic will be to your site.
Tip: Use specific keywords, such as “carburetor mechanic” (as opposed to “auto repair”) to target your audience and thin out your keyword competition.
- Targeting: Zero in on your target audience. Most search engines let you specify where you want your ads to display by region, state, or city. You can also choose the time of day, or if you want your ad to display on mobile phones, personal computers or both.
- Bidding: In PPC, the advertiser that places the highest bid for a keyword is ensured the top spot for that keyword. This is where expert knowledge can save you a lot of money. It’s not always a good plan to be in first position every time; you can burn through your budget quickly if you’re over bidding. Set limits on your bid amounts.
- Create Ads: Create an ad for each keyword. A good PPC ad includes your keywords and a call to action, all written in a very concise format. Keep it to 25 characters for the title, two supporting lines with 35 characters each, and a website link.
- Analyze and Optimize: Are your ads being displayed often enough or are your bids too low? Are your keywords driving the right visitors to your site? Is the click through rate on your ad high enough? Are you spending your ad budget too fast by bidding too high? Maybe third position is a more cost-effective strategy. These are a few of the areas you’ll need to track.
PPC Gives You a Head Start
While there’s no substitute for strong organic search results – it’s something every small business needs to take the time and effort to do – PPC is a great way to cut to the top of the line while you’re waiting. And even once you’re at the top of the organic results, a PPC campaign can strengthen your presence even further.