If you’ve heard of pay per click (PPC) marketing and you want to know more about it then you’ve come to the right place. Most businesses use it to market themselves, increase brand awareness, and convert leads into customers. However, not a lot of people know how to start with it or how to do it right.
Before anything else, it is digital marketing model where brands advertise online and pay a certain amount every time their ad is clicked. Technically, it is a way of buying traffic to a website, but it a legal manner and in the hopes to make that opportunity to turn paid traffic into organic traffic. Oftentimes, this marketing technique is implemented on search engines like Google. An example is when you search on Google about San Diego and a result about the city appears at the very top with AD or SPONSORED tag written on it then that is a pay per click marketing effort.
Here are the basic tips of this form of internet marketing.
1. Google AdWords
This is the most popular form of this kind of internet marketing. Through the Google AdWords platform, brands can create ads that will appear on search engine result pages. Whenever an internet user clicks on the ad they make, they are brought to the brand’s website or other landing page that the brand has set. That click will charge a fee on the brand’s account. This is done in the hopes that someday when the internet user searches for the same thing, they would remember the brand and simply go to their website. Hence, this is the conversion from paid traffic to organic traffic.
When using Google AdWords, it is important to know a few things to maximize its capability. As a brand, you must know the relevant keywords to your business and invest on them. For example, if you want exposure for your brand in San Diego then look for PPC keywords that would work best for this city. Then, you should have a compelling landing page to improve your authority on your chosen keywords. Moreover, you should improve your Quality Score for Google, which is rating Google gives to the relevance of your keywords and landing pages. A high Quality Score translates to better ad clicks at lower costs.
2. Keyword research
The right keywords play a huge part in the success of your campaign. Searching for them may be tedious, especially with the tight competition. However, the efforts you pour into finding the right keywords are worth it once you spot them and invest in them. Keep in mind that when looking for keywords, they should be relevant, inclusive, and repetitive.
3. Manage your campaigns
Since this form of digital marketing is an investment, you should monitor your efforts closely. See what works and what doesn’t. Repeat the techniques that work until your brand becomes the authority in those keywords. Those that don’t translate well, remove them from your list and try to find better keywords to invest on.