Pay Per Click (PPC)

Making Pay-per-Click Ads a Part of Your Marketing Strategy has Huge Benefits

Generating leads for your kitchen and bath cabinet business is the top priority for most owners. And pay per click advertising is perhaps the best way to drive more new traffic to your web site. With pay per click advertising, a well-crafted and executed Google Adwords marketing campaign can be extremely effective at delivering new leads in a short period of time.

Pay-Per-Click (PPC) ads are exactly what they sound like.  You place one or more ads with an online service such as Google, Bing or Facebook, and then only pay when someone clicks on your ad.  When PPC ads are placed with a search service such as Google or Bing, they are also known as Search Engine Marketing because the display of the ad is on the search engine results pages (SERPs) that are served up based on the keywords the user is searching.  The PPC ads that are associated with the search are placed on the uppermost and rightmost parts of the SERPs, as this is considered “prime real estate” for ad visibility.  The remainder of a SERP is taken up by business listings that are referred to as “organic” or natural search results based on the websites’ “relevance” to search engines.

Unlike organic results where your website must “earn” a ranking that causes it to be placed on the first of the SERPs, PPC ads may appear there almost instantly – as long as you are willing to pay for the placement.  How much you will pay depends on how competitive the keyword phrases you are targeting.  The more competitive the keywords are, the more you should expect to pay.  This is because the ads that are selected to be displayed are selected using an automated bidding process.  Don’t worry – you can set a weekly or even daily budget; once your budget limit is reached, your ads simply stop displaying until the start of the next period.

If your website does rank well organically, you may still want to consider continuing some level of PPC ads.  One reason for this is that there is some research that has shown that when people viewing a SERP see both organic and PPC results, they give more weight to that business and are more likely to click on one of your links.  Moreover, the link they tend to click on is the organic link meaning you aren’t charged for the ad placement (since there was no click on it).  Another reason is that when your ad is placed on a SERP, one less of your competitors’ ads is shown.

Speaking of your competitors, you can use a PPC campaign to specifically place your ad on the results page that appears when someone searches for your competitors by name.  Simply by using your competitor names in the keywords list that you bid on, your ad will appear, even if someone is specifically searching for your competitor.  Then simply display an ad headline and text that diverts attention to you.  If you get a click, that’s one for you, and one less for your competitor, plus you now have a visitor to your website where you can engage them with all of your great content.

Besides the ability to immediately buy ad placements on SERPs, PPC ads offer a great way to test how well different ads “convert”.  You can try different headlines, different ad wording, etc. and measure the results.  Yu can even experiment with ads targeting different keywords to see how it is possible to expand your reach.  The beauty of experimenting via PPC ads is that it is very easy to change an ad and the new ads starts displaying almost immediately.  In addition, the results of how your ad is performing can be analyzed almost in real time.  So, by using PPC ads to experiment, you can do so for very little cost and you can adjust your ads for maximum return.

Another relatively new benefit of using PPC ads is that you can participate in ad “re-targeting”.  You may have notice lately that when you search for something or visit a website, a lot of ads for that product or business start to appear in the PPC areas of your subsequent searches, Facebook pages, etc.  Having a PPC ad running may get you a great deal of repetitive exposure due to this re-targeting.  And when it comes to developing awareness of your brand, repetition is key.

PPC ads should be considered for use in marketing your business for a number of reasons.  Among them are immediacy of results, the possibility of improving click rates on your organic results, and ease of experimentation.  A PPC campaign can be started and run on a modest budget, and it can be paused or cancelled almost instantly.  With these benefits and virtually no risk, why not give PPC a try?

Pay per click marketing has some unique advantages over other marketing tactics:

Using Pay Per Click to Target Traffic
Pay per click providers offer their customers targeting options that allow you, as a marketer, to deliver your ads to a very specific audience based on your target market and their demographic characteristics. Some common targeting factors include, age, geographic location, gender, and language spoken.

Real Time Results of Pay Per Click
You can have a pay per click marketing campaign up and running in just a few minutes. Once your ad goes live, it starts working for you. There isn’t a more effective way of delivering immediate results than by way of pay per click.

Real Time Changes with Pay Per Click
Knowledge is power. As with any marketing campaign, the quicker we are able to look at results, the faster we are able to make modifications to improve our results. Using the detail analytics metrics provided by your pay per click provider, you can quickly determine the most effective and ineffective pieces of your ad. And you can very quickly tweak the ad as you go in order to improve results. This real time ability to make changes whenever and wherever has become a critical advantage of pay per click marketing.

Controlling Your Pay Per Click Budget
Being able to adjust your budget with pay per click marketing is another reason it’s an attractive and effective marketing medium. While it’s nearly impossible to know how much you will have to spend to see the results you need when you begin a pay per click campaign, you have the flexibility to revise things like bid amount, budget limitations, and your pricing while the ad is running. You can continue to work this until you get it right.

Pay Per Click Providers
There are a number of outlets for pay per click advertising and some are certainly more widely known than others. Google Adwords is the most well-known provider but other search engines provide comparable pay per click marketing models—for example, Yahoo! Search Marketing, ABC search, Microsoft AdCenter, and other independent website. Social media pay per click has also become available with Facebook and LinkedIn both offering advertising capabilities.

Successful Pay-Per-Click advertising is the result of extensive data analysis, problem solving, and testing via trial and error. To get the best results from pay per click, you may want the benefit of having your pay per click advertising campaigns into the hands of an experienced professional.

You can find more detailed information about setting up an Adwords campaign by clicking here.