Although there are other lower tier pay-per-click platforms, the phrase “PPC marketing” is usually used interchangeably with “Google AdWords marketing.” Google is the overwhelming leader because it has the largest audience of highly targeted visitors and has stood the test of time with the reliable AdWords platform.
While AdWords can be a very powerful marketing channel, it’s not a silver bullet. To decide if PPC marketing is right for your business, it’s important to understand the strengths as well as weaknesses:
Get Seen Immediately
SEO is a strategy that requires time. Reaching the first page of results for competitive keywords and phrases generally takes between six and twelve months, or even longer. If you plan on pursuing SEO but don’t want to wait a minimum of six months to start bringing new leads to your website, pay-per-click marketing is a great complement to SEO. With PPC, you can set up a campaign and start bringing in targeted traffic in less than 48 hours.
Control the Visitor Experience
With Google’s normal search results, you never know exactly what page on your website may show up as the first result for specific searches. This can make it difficult to optimize the path you want new visitors to follow. One of the great things about AdWords is you can choose the exact page you want to link to specific queries.
Visibility Doesn’t Mean Conversions
Many businesses get very excited when they set up their first AdWords campaign, only to become discouraged when they realize their ads aren’t generating any traffic. In order for a PPC campaign to drive results, every piece of the campaign has to work together. The campaign must target a set of keywords that people actually search for and that are a good match with your business. Then the ads have to be optimized to grab searchers’ attention and compel them to click.
Every Single Visit Costs
Even when you do manage to get searchers to click, you may still be frustrated if only a few of those visitors convert into leads or customers—and since every click costs, it doesn’t take long for a steady stream of visitors who don’t convert to get very expensive. That reality is why PPC success requires a combination of keyword management, compelling ads and optimized landing pages that persuade visitors to submit their contact information or make a purchase.
If you like that PPC marketing allows you to get seen immediately and control your visitors’ experience but are worried about not getting the ROI you want, call us at (888) 427-2178 to learn how we can use our expertise to optimize and manage your AdWords campaigns.
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