According to research done by Google, most businesses will recoup $2 in revenue on average for every $1 they spend on online ads. In other words, online advertising is an opportunity your company literally can’t afford to pass up.
After all, Google gets tens of thousands of searches per second, some of which are made by people searching for exactly what your company offers. If you’re a small business owner, don’t you want to direct those searchers your way?
With just a few clicks, online advertising can come to your rescue. If you’ve ever heard of PPC marketing, you may have wondered what it is and how to use it. This powerful form of digital advertising is too important to overlook, so here’s what you should know to get started.
What Is PPC in Marketing?
Even if you’re unfamiliar with the world of “pay-per-click,” or PPC marketing, you might have heard of it under a variety of different terms. This strategic tool is sometimes called paid search, PPC advertising, search engine marketing (SEM), or pay-per-click advertising.
This last term can be a helpful way to understand the approach. With PPC advertising, you’ll pay a specific fee each time someone clicks one of your ads.
Your ads will show up as sponsored links above the organic (or non-sponsored) search engine results.
If that’s confusing to imagine, do a quick search of any product- or service-based keyword (like “lawyer near me”). You’ll see links at the top of the results, usually with the word “Ad” next to them depending on your search engine of choice. These are PPC ads, and they allow these sites to shoot to the top of the search engine results pages.
You can think of PPC as a way to send anyone searching for a specific keyword directly to a specific landing page on your site.
How Do I Choose Keywords for PPC Marketing?
This question is much more complex than it first appears. Many businesses feel tempted to work with a broad spectrum of keywords, hoping to cast a wider net that snares more customers. However, finding the right keyword, tailored to your overall goals and marketing strategy, can give you a much greater ROI.
Focus on the keywords most likely help you get more sales. For this, it’s best to be as specific as possible through the use of what we call “long-tail keywords.”
For example, if your company sells hiking gear, the term “wool hiking socks” would be a better bet for your PPC strategy than the broad search term “socks.” Someone searching for the former term is more likely to convert after clicking than someone searching for socks in general.
If you’re not sure where to start, check with the Google Adwords Keyword Tool to help you find the best terms.
How Much Will I Pay Per Click?
The amount you pay per click is determined by the cost per click (CPC) metric. CPC varies from industry to industry, though the average hovers somewhere around $2.
Certain sectors can expect to pay more or less than others: law firms can pay over $6 for certain terms, while e-commerce sites may get great ads for pennies on the dollar.
The CPC also depends on the terms you choose. Popular search terms will be more expensive than less common ones, which is another reason to choose long-tail keywords over general search terms.
How Much Should I Budget for PPC?
Ultimately, the answer to this question depends on your business. Most businesses spend around 1-2 percent of their sales revenue on advertising, but you’ll need to decide how PPC fits into that existing budget.
In general, PPC is factored into both monthly and daily budgets, allowing you to decide when and how to spend every dollar, so decide how much you can spend over the course of the month and divide it by 30 to understand how much your PPC should cost.
What Search Engines Can I Use for PPC Search Marketing?
As you might expect, Google Adwords continues to be the king when it comes to PPC marketing, as more people worldwide use Google than any other search engine.
Depending on your target audience, however, opting to work with additional search engines may help as well. In addition, you may find that these search engines offer you the same terms at a fraction of the cost you’d spend for Google Adwords. Bing Ads are displayed across Yahoo, for example, and Yelp Ads and Yahoo Gemini can also help you narrow down your approach for your niche.
Where Should I Send People Who Click My Ad?
Just as you should craft your PPC strategy around specific keywords, you should also direct anyone who clicks your ad to specific pages on your site.
Relevance is key here: if you can’t send visitors to a custom landing page, you should at the very least send them to the most relevant page on your website. After all, if you’re spending your hard-earned cash to get them onto your site, it’s crucial to do everything you can to make it easy for them to convert. Designing a page with a clear call to action can help you earn more sales than you would by sending visitors to your website’s homepage.
Why Should I Consider PPC Marketing Services?
PPC marketing can be a surprisingly intricate process, one that takes time to learn. And when your money is on the line, it’s important to get a high ROI rather than tossing your cash at strategies that may not work. Rather than investing your time and money into learning and running the process yourself, a professional team can do it for you.
A PPC marketing company can help you create a PPC campaign based on tested strategies tailored to your business’s needs. They can also run the campaign for you, analyzing and tweaking each facet of the process as needed to create strategies that yield positive results.
The Bottom Line on PPC Marketing
When it’s done right, PPC marketing can get your business in front of your target audience, right at the moment they show interest. In the right hands, it converts customers and offers a great ROI—and in the wrong hands, it can be a huge waste of time and money.
That’s where the right PPC marketing company comes in. At Trigger Digital, we specialize in honing in on the most profitable keywords, managing custom campaigns, and much more. If you’re new to the world of PPC, contact us today and see how we can help!
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