Did it take you months of painstaking design and brainstorming to create a website that appropriately communicates the mission and purpose of your company? After all that work, you probably hit the “launch” button on the day that your site was revealed to the world with the full expectation that people would immediately notice your site, and start clicking through its pages. The only problem with this plan is that there are thousands, if not millions, of businesses similar to yours, all vying for the same places in the search engine results. If you’re going to be successful, you have to up the ante with a PPC campaign.
If you’ve never heard of a PPC campaign before, chances are you haven’t had much experience with internet marketing at all. Many businesses have been stuck in the rut of print and television advertising for so many years, that it is hard for them to imagine there is much to be gained by branching out into online marketing as well. This idea couldn’t be further from the truth, however. Business experts predict that within the next decade, the bulk of shopping, and information and entertainment seeking will be carried out on the internet. If you’re going to remain relevant to your target audience, you’ve got to find a way to meet them online.
A PPC campaign is based on the relevant success of the pay per click advertising model. Championed by Google by imitated by many different online advertising providers, this model allows companies to micro-target their advertising efforts based on the keywords that real consumers are using to look for the products and services that they have to offer. This means no more advertising dollars wasted on television commercials or magazine ads that no one will see.
Starting a successful pay per click campaign depends on being able to place a realistic bid for the ad words that you want, and knowing which words are most likely to be used in searches by motivated customers. Thankfully, Google and other major search engines have tools that allow you to see the popularity and cost of keywords that are likely to be relevant to your company. When you’re first starting out, it is usually a good idea to choose keywords with relatively low competition, because that will keep your costs down, while also increasing the chances that your advertisement will get in front of as many eyes as possible.
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