PPC (pay per click) is a complicated area of marketing, with search and social engines available to build campaigns and many factors that could drive any individual campaign’s success. If you’re looking to incorporate PPC into your digital marketing campaign, here are four things you need to know before getting started.
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The funnel has changed
It used to be that paid search was at the bottom of the purchase funnel, driving prospects directly to converting pages that turn them into qualified leads or customers. Today, search engine marketing can be used to build awareness, aid in consideration of solutions, drive leads toward purchasing, and more. You can even use it to up-sell existing customers, nurture existing leads, and amplify existing messages that appear elsewhere.
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PPC is not SEO
SEO refers to the search engine optimization that goes into helping content rank organically in Google and other search engines. While that’s a strategy in and of itself, PPC is the paid part of a search engine strategy. It relies on placing ads on search, display, video, mobile and other networks to drive your target audience through a journey or to a step that you’d like them to take. There’s no way to “pay” a search engine to place you at the top of organic search rankings. With a solid PPC strategy, though, you can earn visibility for your brand or products — and even pair them with organic efforts for maximum impact.
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PPC can show immediate results
While SEO and content marketing experts often caution businesses that these are not quick roads to marketing success, Pay Per Click can begin showing results immediately with the right focus and approach. It’s as quick as setting up a campaign that drives leads and traffic to your site, and the ROI can be a lot easier to track since you know exactly where your leads started — and where they ended up.
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PPC doesn’t have to break your budget
One of the best things about PPC is that it’s budget-friendly. You can use a variety of conversion strategies, paying for converted impressions rather than impressions themselves. This allows you to better control where your money is going and how you’re accounting for it with ROI calculations. You can also pause your campaign at any time, have it run only on certain days or certain times, finely tune your targeting with keywords and other controls, and tweak your campaigns to deliver the best ROI for your efforts.
Burg & Co. Marketing can help with your PPC campaigns
Burg & Co. Marketing can help you build and execute PPC campaigns that deliver results. With years of experience helping companies achieve digital marketing success through pay per click and other strategies, we are your partners in running top-notch PPC programs that set you apart from the competition and drive traffic and revenue. For more information on building a PPC strategy that works, contact us today.
