Currently viewing the tag: "paid search advertising"
Moving into paid search territory can be daunting for many businesses. It’s an added expense, and creating an effective campaign takes time.
Despite the challenges, PPC (pay-per-click, paid search) can be a great way for businesses to target their market, gain visibility and drive leads in a cost-effective manner. (And despite the insider jargon and cryptic acronyms, pay-per-click advertising isn’t as complicated or difficult as you might think.)
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CPC, CPV, CPM, CPL…
Too many acronyms, right? Well let’s talk about one that you really need to know — the one that helps get more customers for your business.
PPC, or Pay-Per-Click advertising, is one of the best ways to make your company’s name visible to prospective customers and get qualified leads for your business. The Pew Internet and American Live Project reported that 69 percent of Internet users click on web ads. There is huge opportunity in this market for businesses to grow and expand their current marketing efforts.
When you get results from a search engine, at the top and right side of the page you see “Sponsored Ads,” “Sponsored Links,” or some other variation of those words. These are the PPC ads. When a company uses paid search advertising, they choose keywords that will trigger the display of their ads. As a result, these ads target only the people who are looking for products or services that your business provides. In all your PPC efforts, the more precise and targeted you can be, the better results you will achieve. Continuity between your keywords, ad text and landing page is crucial.
You also pay for the ad only when someone clicks on it, making PPC one of the most economical and efficient ways to market your business online. You set your own budget, so you know exactly how much your paying for each lead your receive. Tracking your ROI is extremely important to your success. In addition, most search engines protect their advertisers from competitors constantly clicking your ads, or “click fraud,” ensuring that you get genuine leads.
Why pay for an ad to show up in search results when you should be there organically anyway?
Paid ads get you placed front and center in the search engine results page (SERP). Your ad is often the first that searchers will see. This placement is critical to your visibility and can also help your organic search ranking because the more clicks you get, the more recognized your brand can become. In addition, think of a search engine results page as real estate- the more property you own on the SERPs, the better.
Another benefit to PPC is trackable results. If you change your ad text or target different keywords, you will easily see what positive (or negative!) affect this has on your ad performance. Being able to track the effectiveness of your advertising is one of the most important advantages of online marketing.
So what are you waiting for? Go out there and launch a PPC Campaign today! Actually doing the work and experimenting with your results is the best way to learn, and Kutenda makes it easy to get started. When you start to see the leads come in, you’ll be glad you did.
Second in an ongoing series on small business online marketing tips, this post introduces the concept of ‘conversion funnels,’ a guiding metaphor used in online marketing. Read last week’s small business online marketing tip.
Summary: Small businesses that focus on creating effective conversion funnels will generate more leads and more revenue from their online marketing campaigns.
Conversion funnel. It sounds like another highfalutin marketing term, doesn’t it? Nevertheless, when you learn the definition, you’ll notice that the term has a way of creeping into your vocabulary…
conversion funnel: n. a sequence of steps leading (funneling) a prospect toward a desired action, whether it’s a purchase, application, quote request, etc.
In this post, we’re going to focus on one kind of conversion funnel—the kind that stems from ads placed in search engines like Google and Bing.
Once upon a time there was a keyword… » Read More
When a business advertises on a search engine, it bids on keywords—phrases that their prospects typically use when searching for their products and services.
