What is Pay-Per-Click Marketing (PPC)?
How does PPC work?
PPC campaigns work by bidding on certain keyword phrases and displaying the ads of top bidders on pages related to search terms similar to the keyword phrases.
While search engine optimization (SEO) helps you rank highly in organic searches – the unpaid results that come up when users search for terms that match your products and services – a PPC campaign gives you even finer control over who sees your message, what they see and what happens when they take action. When combined, pay-per-click and organic search engine strategies can be powerful ways to drive leads and boost awareness.
As you can imagine, a PPC campaign is not simple and requires strategy to be effective.
Here are a few steps you need to follow to start and manage a PPC campaign:
Keyword research takes time, but this is the first and most important step in a PPC campaign. Do not just look for the most popular keywords but find out which ones have the highest percentage of click-through rates (CTRs). Be sure to include long-tail keywords and to designate keywords of which you do not want your ads to display.
Building your keyword strategy is just the beginning. You should optimize your PPC campaign by including geo-targeting instructions and designating daily budget amounts. You also need to build landing pages with a call-to-action (CTA) that drive users who click through toward becoming customers. You can even add extensions like your phone number, enabling people viewing your ad on mobile to call your business with just one click.
The parameters and strategy you implement at the beginning of your campaign may change as the campaign goes on. You’ll want to monitor which keywords are performing well and which ones are performing poorly or have low CTRs, so you can add or omit keywords as necessary. You’ll also want to assess the performance of landing pages and make changes if they’re not converting well.
The most well-known PPC platform is Google’s AdWords, but other networks, like the Yahoo! Bing network, must be considered when crafting an optimal pay-per-click strategy. An expert in PPC can help you determine the best networks to leverage for advertising, create and build your campaigns, and manage them over time so you can dedicate your resources toward sales-driven activities and new business development.
Burg & Co. helps you create and manage successful PPC campaigns
Developing an effective PPC campaign takes a lot of work. Marketing experts, like those at Burg & Co., can work with you to find the right keywords and develop and manage an effective PPC strategy. We also create landing pages with the aim of converting your visitors into qualified leads and customers.
PPC marketing is a vital component of your overall digital marketing strategy. We offer these services at one flat rate per page on your website.
Would you like to learn more about how a PPC campaign can increase your conversion rates and ROI? Complete the form below to talk with the experts at Burg & Co. about developing a PPC campaign.