One of the most effective online marketing strategies is pay-per-click ads or PPC, and it’s as simple as it sounds. Place your ad on a search engine using the carefully selected keywords. When someone clicks on it, you are charged, and they are taken to your targeted website page or online store.
The Benefits
- Low Cost. PPC can work with small marketing budgets because pay is for performance. Cost per click varies for industries and keywords. Setting a cap on your daily expenditure leaves you in control of the cost.
- Targeted Audience. Geo-targeting allows you to select specified locations to place your ads. You can also schedule your ads for specific days and times when your target audience is most active.
- Consistent Traffic. An increase in relevant traffic is almost instantaneous. Begin a PPC campaign one day and you could see results the next.
- Tracking Analytics. ROI and ROAS are easily determined in a PPC campaign. Successful tracking focuses on impressions, clicks and conversion rates. Impressions are the number of times an ad is displayed. A high number of clicks means the ad copy is doing its job and drawing prospective customers in. Conversion rates tell you how many clicks resulted in a sale or lead. Optimize your campaign for conversions, not clicks.
- Branding. Cost-effective branding occurs with PPC ad campaigns.
- Testing. PPC allows you to test your marketing campaign. Keyword, ad copy and landing pages can be tweaked as a campaign progresses and analytics are measured. Is your landing page relevant to your ad? If not, you’ll know, and can remove non-performing landing pages.
Exact Data partners with Yahoo! to bring our customers PPC ads. Why? Because Yahoo! is less competitive, cheaper and friendlier than their big brother, Google. What this means to our customers is, in addition to monetary savings, better ad positions and better control on demographic targeting. While using PPC ads is one of the most cost-effective tools to add to your marketing campaign, it must be setup correctly. This requires the right keywords and a highly persuasive ad that includes a call to action. Regular tracking is then conducted to ensure success.
Contact us for help managing your PPC campaign.
