Marketing in a hurry? Need to push a new product or service? Want to specifically target the customers searching for your type of product? Pay Per Click is an extremely effective and quick way to achieve immediate visibility.
By signing up to a host company such as Google AdWords, Yahoo! Search Marketing or Microsoft AdCentre for your Paid Searches, you agree to pay for your appropriate keywords and phrases to potentially secure you a space at the very top of Search Engine Result Pages (SERPs). These may hide nonchalantly within the ‘natural’ results, or appear in coloured boxes at the top of the page as ‘sponsored links’. Every time a potential customer clicks on one of these links, your host receives payment from you for the pleasure. Sure, it ain’t cheap, but it certainly is effective.
SEO companies like Ikroh can manage your PPC campaign, choosing relevant keywords, providing analysis and monitoring to keep it successful. Since advertising this way can easily cost thousands of pounds, you and your specialist have several important points to consider when planning it:
- Choose your keywords/phrases carefully – an analysis of the most commonly searched for keywords appropriate to your company or product will help you decide which ones are going to be most beneficial to pay for.
- Write a vareity of unique, carefully composed ads – one bog-standard ad across all your chosen keywords is likely to miss the mark in some instances. Tailoring your advertisments to each different aspect of your campaign will draw in your target audience no matter which area they search for.
- Make your links direct and every click will count. Sending anyone and everyone who clicks on one of your ads to your homepage is not the way to go. Providing PPC links to different pages of your site and helping customers directly to what they are looking for with the least amount of effort increases the chance of a conversion.
- Find a balance between budget and results. Paid Search can be expensive, and it’s worth analysing whether the potential ROI will exceed your outlay. Alternatives are available in the form of more focused, regional campaigns, Seasonal Campaigns or special schemes for Small Businesses.
- Monitor results and adapt and develop accordingly. As with any marketing campaign, close tracking and analysis is key to ensure that you achieve the results you are after. There are tools available to track which ads are most successful in making conversions and which are being ignored.
