Pay per click advertising, or paid search advertising, can generate traffic right away. It’s simple: Spend enough, get top placement, and potential customers will see your business first. People are searching for the key phrases you want to be found for. We create well written Google Ads that will get clicks the moment the ad is activated wether you are in Glasgow, Manchester, London or anywhere else.
PPC advertising is fast
With some systems, such as Google Ads (formerly Google AdWords), you can generate targeted traffic within a few minutes of opening an account.
PPC advertising is also nimble
Where organic search engine marketing or other forms of advertising can lag weeks or months behind changing audience behavior, you can adjust most pay per click campaigns in hours or days. That provides unmatched ability to adjust to market conditions and changing customer interests.
PPC advertising can be a bargain
Sometimes, you can find keyword ‘niches’ for which the top bid is a fantastic deal. These are longer, highly specific phrases that not everyone will have taken the time to pursue; “long-tail search terms”. In this case, PPC is a great option because you can generate highly targeted traffic to your site for a fraction of the cost of any other form of paid advertising.
So, balancing the good and the bad, where does PPC fit in? As a focused advertising tool.
The Role of Pay-Per-Click Advertising
Most businesses can’t afford to solely rely on PPC advertising. It’s can be too expensive, and bid amounts inevitably climb. But pay per click can fill a few important roles:
- Campaign- and issue-based efforts: If you have a short-term campaign for a new product, service, or special issue, pay per click can be a great way to quickly generate buzz. You can start a pay per click campaign within, at most, 24-48 hours, and you can generally change the text of your ad mid-campaign, so adjusting your message is easy. If you need to focus attention for a finite amount of time, PPC is perfect.
- Direct-response business: If you sell a product or offer a service that folks can purchase the moment they arrive at your web site, pay per click is a great tool. Online stores are a great example: You know that each click generated is a real potential customer, so spending money to increase the number of clicks makes sense. Staying as prominent as possible within a search result equates to immediate ROI, so you may never want to turn it off. You or your agency are simply testing and optimising to keep those ongoing costs as low as possible day by day, and month by month.
- B2B Awareness: If you offer a service in which the sales cycle is measured in weeks and months instead of minutes, PPC can help with visibility and acquiring high-quality users. You can control the ad copy a new user sees and the content a new user is exposed to for a good first impression. You’re optimising to pay for as many of the best clicks, and the best leads, at the lowest possible cost.
- Re-marketing: A platform like Google AdWords (Google Ads) often allows you the ability to create audiences of users who have already visited your website. You can create and target these audiences with tailored ads, including image and video ads. If you want to get users who have visited but haven’t bought from you to come back and make a purchase, re-marketing can be a cost-effective tactic to increase bottom line. If you’re not running re-marketing as part of your digital marketing and PPC, chances are you’re leaving money on the table.
We make PPC work for you
The overall rule of thumb? Focus, focus, focus. Organic search engine optimisation is a PR-based, long-term attempt to grow your brand and image. Pay per click advertising, however, should be handled like any other form of paid advertising: proactively, and with a clear, quantifiable short- or medium-term goal in mind. In other words, we concentrate on conversions, not just clicks.
Pay per click is now a must digital marketing tool. Very few businesses can afford to ignore it. But you have to avoid the “more-clicks-is-better” mentality. Let Pure Rapid, digital agency, Glasgow help you focus on conversions and return on investment, rather than clicks, and we can build you a profitable campaign. Book your free PPC strategy meeting with Pure Rapid digital agency, Glasgow to explore the best growth options available to your business.