When it comes to search advertising, there are two ways that you can achieve better rankings to be seen by potential customers. You can utilize organic search results by focusing on search engine optimization, or SEO, which includes a content-heavy strategy for improving your rank among non-sponsored search results. Alternatively, you can use pay-per-click, or PPC, ads to be featured among the paid results that are displayed more prominently at the top of the search engine results page, often with a more sales-heavy or action-driven message. For most businesses, a mix of both paid and organic search efforts is the most lucrative, because each avenue has its own unique risks and drawbacks—plus, both require much of the same work in producing quality landing pages, conducting keyword research, and improving your website design. Though it’s beneficial to get a well-rounded picture of search advertising to effectively market your business, let’s concentrate on PPC ads in this quick crash course.
What is the best use for PPC ads?
Because PPC ads are displayed more prominently than organic search results, they are ideal for kickstarting a search campaign or driving up traffic to your newly designed website. Where organic search might be designed with more customer education and product research in mind, PPC ads should be designed for potential buyers further down the funnel who are ready to act by purchasing a product, signing up for a newsletter or free trial, or even taking a survey.
How do you succeed with PPC?
PPC ads are an attractive option for businesses, because they only cost you money when someone clicks on the ad. However, this means that it’s important to have tailored, specific ads that will pertain to what users are searching for, so that you don’t pay for clicks that have no potential of lead conversion. In addition, you will want to ensure that ads are supported by strong keyword research, language that promotes a sense of urgency, and a clear call to action on your landing page.
What is the typical ROI on PPC?
PPC and other Google AdWords supported search campaigns can have a significant return on investment when you seek the help of an experienced marketing agency to design and monitor the performance of your ads.
Anchor Wave Internet Solutions has a dedicated team of AdWords Certified marketing professionals on staff, and we are a certified Google Partner serving businesses throughout Southern Arizona. To learn more about PPC and our other advertising services, give us a call at (520) 622-3731.