Pay-per-click advertisements, otherwise known as PPC, are a fundamental part of any successful digital marketing campaign. PPC ads are used to supplement other digital marketing efforts to help to expand the reach and success of your digital marketing campaign. This guide is here to help you learn all you need to know about successfully using PPC advertisements to benefit your business’s digital marketing efforts.
What are Pay Per Click Advertisements?
Pay-per-click ads are used by businesses to foster an increase in relevant traffic to their site. As the name suggests, a business pays a fee each time a user clicks on the pay-per-click advertisement and arrives at their website. PPC ads differ from other forms of digital marketing because PPC ads essentially allow businesses to buy an increase in traffic to their websites, rather than having to wait for organic traffic.
Search engine advertising is one of the most popular types of PPC advertising. Search engine PPC ads allow businesses to increase their visibility on the chosen search engine. Businesses often use search engine PPC ads to supplement their SEO strategies as both work in different ways to increase visibility on relevant platforms.
Another popular form of PPC advertising is social media advertising. Social media PPC ads allow your business to connect with your customers on platforms that they are spending the majority of their time on. Again, just like any other form of PPC advertising, social media ads enable you to target the most relevant and appropriate audiences.
How to Implement Pay-Per-Click Advertisements
As madebyfactory.com explains, when the right practices are used, PPC ads can lead to an over 500% increase in traffic and leads to your site. However, for businesses to benefit from PPC ads, they need to ensure they are using the best practices. The list below outlines some of the best practices for successful PPC ad campaigns.
Know Your Audience
The real benefit of PPC ads is not simply that you are increasing the volume of traffic to your site but that this traffic is relevant and highly targeted. After all, what is the use of increasing traffic to your site if all of those visitors have no interest in your products or services?
Before you implement a PPC advertising campaign, you need to ensure that you have a deep understanding of who your target audience is. You should understand what motivates your target audience and where they spend their time on the internet. Knowing this information will help you advertise in the most relevant places.
Keywords are very important, especially if you are focusing on search engine PPC advertisements. The keywords you use will dictate when you appear in a search engine ranking. When you are conducting keyword research, you need to ensure that the words you are targeting are most relevant and appropriate for your target audience. You will also need to understand the volume of competition for these keywords. Understanding keyword trends, levels of competition and popularity, puts you in the best position to choose the most appropriate keywords for your campaign.