by Kelly Baker
3 min read
Why your business needs a PPC campaign
Author: Kelly Baker
Posted in Search Marketing on 1st June 2017
Buying traffic is an activity that can sound sketchy to the uninitiated. Quite simply, though, it’s not remotely shady at all. Acquiring online audience through paid channels is actually a brand marketing activity that’s no more unusual than running ads on TV – and it should be far, far more effective.
In fact, pay per click advertising comes with a host of benefits compared to traditional advertising strategies. Performance metrics can be tracked in close to real time, meaning that campaigns can be stopped, started and edited on the fly – all while promoting your most profitable offerings and your highest converting content pages.
At the same time, you can target your campaign to be displayed to users precisely matching your target audience, using filters like age, gender, country, language and device – and if it doesn’t work out, you can either show them different ads or extend the reach of your campaigns to test new markets.
Indeed, you can iterate, optimise and repeat, running relatively low costs until you find the results that you’re looking for. And that’s the third main benefit of PPC – all major platforms, by their nature, offer the chance for huge scale. In fact, the only real drawback of PPC is that you have to pay for it.
If you’re paying for something, then you do of course need to track the results – if a strategy, a channel or a specific campaign isn’t working (either because it’s not getting any scale or it’s delivering a negative ROI) then you need to switch to a new approach. If you’re seeing a positive ROI, on the other hand, then you can scale up and away.
And whereas social media used to be a medium through which free traffic was readily available, it’s a much harder game today. For example, when posting to your Facebook brand page you will only reach a small fraction of your own followers – unless you pay for it, that is, at which point you can begin to quickly pick up scale.
Another huge PPC platform is Google’s AdWords, which allows you to place PPC ads on searches for specified keywords. While the benefit Facebook provides is to connect you with users on the online platform that they use on a daily basis, placing ads on search allows you to match your outreach to intent – users are actively seeking out the services and products that you provide or perhaps even your brand itself. Bidding on these keywords allows you to direct their attention to what you want them to find.
What’s more, you don’t have to direct these users to your homepage. You can direct them to any page you like – meaning that you can create custom landing pages down to the level of the demographic or even the specific ad text that you have been targeting (meaning an estate agent, for example, could create landing pages for anything from property buyers in Westminster to retirees in Cornwall, depending on who they have been advertising to).
Creating separate landing pages (along with adding tracking parameters on the ad’s destination URL) also makes it easier to separate out conversions and to attribute them to specific ads and campaigns – making optimization a doddle.
Pay per click offers a powerful medium to amplify your messaging and to reach new users. This makes it a natural complement to the inbound strategies of content marketing, SEO and social; and it is a highly effective route for kickstarting audience development as well as for targeting new markets, to achieve further scale.
If you would like guidance on starting a PPC campaign, please contact us.
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