We all realise that Google is the behemoth of the internet and if your business doesn’t rank well, then you don’t have much hope of increasing organic traffic to your website. PPC (pay-per-click) however, is an entirely different beast that many of our clients have found to be very successful in targeting new customers for their business.
So just what is PPC and is it an option for your business?
PPC advertising means that you pay a fee each time a visitor clicks on your ad. There are three different ways you can use PPC through Google’s services, and if you use the right keywords, you can seriously increase your traffic, conversions and sales with this strategy.
PPC ads on Google’s search engine results pages (serps)
You see these ads either at the top or down the right hand side of the serps. This is a text ad which Google presents to searchers, based on a match between the search criteria of the user and the keywords in your PPC ad. If you have a limited budget, then PPC ads in the serps are a great way to drive traffic and conversions to your website.
PPC ads on Google’s display network
Google has a display network consisting of hundreds of thousands of websites, videos and apps where PPC ads are presented to users. This means that your ads are placed on sites that are relevant to your products or services and where viewers are the most likely to be interested in your business.
Display ads are often cheaper than ads in the serps, plus you can use video, image or rich text ads, and this type of placement lends itself well to increasing brand awareness, while also helping to increase conversions.
PPC ads on mobile devices
This option presents your PPC ads in both the serps and in the display networks, but only for users on their mobile devices. These are great for businesses with a physical store or with information that can be downloaded on the go.
So if you have already optimised your website for organic searches, it might be worthwhile investigating PPC ads as an adjunct to your next marketing campaign.