The Big Picture for PPC and Your Business
You’ve heard it over and over; pay-per-click can work wonders for your small business development when used correctly. But what is using PPC correctly? What are the aspects that make employing PPC for marketing purposes efficient? Can you, as a relatively small business employ something as big as PPC?
First off, let’s eliminate the mentality that PPC is something too technical that you won’t be able to fully grasp it. With all the tools employed by various paid search platforms, this marketing method has become easier to understand to the point where you can immediately see how each ad works for you. There are tools that can help you develop your PPC campaign from the ground up, and there are online reputation management companies that can build it for you. The choices are all in your fingertips.
To begin with, let’s take a look at the basic components of a PPC campaign:
While the digital revolution has paved the way for widely established networks, it does not exempt itself from payment. Accept this fact right away: PPC will cost you money. The advantage is, PPC has electronic stamps everywhere, making it the most traceable money you’ll ever spend. So set a budget you’re comfortable with, buy test traffic and experiment with various art and copy that can work the most for your business.
Like with any other marketing campaign, don’t count on your PPC to immediately pay off. There will be a period of test runs; consider this as an educational investment. The more you learn about your campaign, the better.
After the first step, you get to have an abundance of data to analyze. The tools provided by your search engine platforms give you an overview of what ad is most responded to in impressions and clicks. But what do those really mean?
Impressions are the instances when the ad is shown to the user, while clicks refer to the number of times your ad is clicked for each impression, giving you what is called a clickthrough rate (CTR). The CTR basically measures how persuading your ad is to your target audience. The more relevant your ad is to the target, the higher your quality score will be. A higher quality score will mean your ad showing up to more relevant searches and engaging more customers to act on the ad.
In this stage, you will be able to select and target your customer with tight ad groups and keyword clusters. Moreover, you will be more equipped to analyze impressions and improving your quality score.
This is the end goal of it all: customer acquisition.
With all the words and technical reviews conducted, the end result remains the same: expansion of your customer base. By this time, you are more able to test, learn, refine and repeat your tactics, smartly looking for customer signals for opportunities to convert them into sales. It is also in this stage when you most discover how your competitors differ their approach, and better maneuver your shared target to your website.
The abundance of information in starting your own PPC campaign can be overwhelming. This is something you need not go through alone. Contact us to learn more about PPC and how this marketing arm can be your most effective advertising tool to date.