PPC MARKETING

Pay per click & paid media services in new york

WHAT IS PPC MARKETING AND DO YOU REALLY NEED IT?

Pay-per-click marketing – commonly referred to as PPC – is a method of internet marketing where ads are purchased on a per-click basis. In simple terms, you are charged each time a user clicks on your ad and is directed to your desired URL (such as a page on your website, an affiliate’s site, or a specialized landing page).

There are various types of PPC marketing, and an abundance of platforms to choose from for running and managing your campaigns. When properly planned, setup, implemented, and monitored by a seasoned professional, pay-per-click ads can prove to be an indispensable tool for marketing your business and increasing your overall revenue.

DO I NEED PPC MARKETING FOR MY BUSINESS?

If your business has a website, then yes, PPC marketing is something you can definitely benefit from. This is especially true if you operate within a highly competitive industry. Businesses who are able to effectively target and capture the correct audience have a higher probability of converting their web traffic into customers, and clearly, more customers means more money. However, more web traffic doesn’t always equal more sales.

It’s important to keep in mind that the research and strategy of your PPC campaign is critical to your success. If you’re not reaching the proper audience for your business, your efforts (and your advertising spend) will be wasted. A high-quality PPC campaign requires strategic planning, compelling imagery, professionally written copy, continual attention to the metrics that account for performance, plus regular tweaks and adjustments to optimize all of the above. Furthermore, the actual placement of your ads is another major aspect of PPC marketing success. Choosing the wrong platform or the wrong type of ads can dramatically impact your results, for better or worse.

WHAT KIND OF PPC MARKETING IS THE BEST?

As we’ve already stated, there are various options for PPC marketing. Surely you’ve heard of Google Adwords (now known simply as “google ads”). This is one of the most popular and widely used PPC platforms that serves businesses around the globe. It’s estimated that in 2019, upwards of $125 Billion USD was spent via PPC ads on google alone. That’s a lot of money, and while google makes up a large majority of the PPC market, there are still hundreds of other platforms offering the same or similar services. From basic PPC ads which appear on search result pages, to more complex and industry specific ads – including YouTube or other video ads, google search partner websites, and even mobile apps or instant messaging platforms – there’s no shortage of options. From simple text ads to graphic banners or full page pop-ups, there’s always a perfect solution for engaging with your target audience.

Additionally, many news websites, online publications, specialty websites, and blogs also offer their own PPC marketing plans. In some circumstances you may find a single type of ad that performs extremely well for your business model, requiring nothing more. In other circumstances, a solid strategy requires that your ads and budget are spread across a variety of platforms, each with varying campaigns and specialized ads that speak to specific audiences.

In reality it can become quite complicated and time consuming, but PPC marketing is easily managed and maintained by any seasoned professional. There is no “one-size-fits-all” solution, and businesses should be weary of anyone who offers that without solid data, history, or strong reasoning to back up their claims. The best type of PPC marketing will for your business will be hand-tailored to meet your specific needs, goals, and limitations.

HOW MUCH DOES PPC COST?

This is a question that can’t be easily answered. The cost of PPC marketing will depend entirely on your the type of business you have, your location, your competitors, the platform you advertise on, the ad space available, and type of ad(s) you run, the frequency of those ads, the audience and/or demographic you’re trying to reach, and your budget.

With that said, the good news is that your PPC spend can be easily controlled by setting a daily spending limit, an overall budget, or by purchasing a set number of impressions (impressions are views, so rather than paying each time someone clicks on your ad, you’d pay each time someone sees your ad – these are usually bundled into a flat-rate pricing structure that goes from 1,000 to 10,000 or more).

One of the best things about PPC is the strict control over your budget. Please know that a good PPC professional will always initiate a campaign with a conservative budget that allows them to get a feel for how your ads will perform and where the money is best utilized. Once a baseline is established for performance and any required adjustments are made, they’ll then make proper recommendations for moving into a higher spending bracket that ensures you’ll have a positive return on your investment.

IF I HAVE SEO DO I STILL NEED PPC? WHAT IS THE DIFFERENCE?

That depends. If your SEO campaigns are bringing sufficient revenue and placing you as a leader within your industry or market, then you may not require PPC marketing. The same may be true if you’ve reached the peak performance of your business aren’t interested in expansion. However, SEO and PPC are two very different forms of obtaining customers and driving sales. There’s almost always an opportunity for PPC to be supplemental to an SEO campaign. In many instances, the SEO will actually be supplemental to PPC, as the paid marketing can often bring a higher ROI. Again, this depends on many factors.

If you’re a new business who hasn’t had the time to establish yourself or achieve high organic rankings on the major search engines with SEO, a PPC campaign will help you get the exposure and traffic that you desperately need to acquire new business. On the other hand, even if you’re already a leader in organic search and have top rankings, paid ads for the same search terms (or different terms that you can’t easily rank for organically) will provide extra listings on the search engine results pages, increasing the probability that you’ll acquire traffic from your target audience.

Lastly, you must remember that PPC is not solely reserved for search engines. While SEO is generally search related, PPC marketing doesn’t require search. You can run paid ads on YouTube videos, social media platforms, and even on websites that have an audience who may be relevant to your product or service.

Whether small or large, the industry leaders in any market utilize a fine balance of both PPC and SEO to ensure they have optimal exposure, an advantage over their competitors, and a constant flow of targeted, high-quality traffic to their websites. If you’ve had a bad experience with PPC in the past, it simply wasn’t done right. Contact us today for more information about getting setup properly so your business can enjoy the benefit of long-term, sustainable growth.

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