Pay-Per-Click Advertisement

Pay-per-click advertising is a strategy that targets a very specific audience in which the advertiser pays out the host platform with every click that the ad receives. A PPC campaign is centered around keyword themes that are relevant to the service or product. PPC campaigns are intended to drive more traffic to your website, generate more qualified leads, and turn more leads into real business.

PPC advertising generates results fast and can be cost-effective when you have the right team behind you. They allow you to specify your target audience and hone in directly on your ideal customer while also choosing the exact amount of money you want to put towards the campaign. PPC campaigns allow you to generate visibility even if your website’s domain authority is low, so they are great if you are looking for traction fast. The effectiveness of the PPC campaign is largely dependent on what the landing page of the ad looks and functions like. A bad user experience will drive traffic away from your site and so it is imperative to maintain the on-site appearance and functionality when running ads.

In order to capitalize on the benefits of PPC advertising you need to take these strategies into account:

1. Long-tail keyword targeting: These are keywords that are longer and more specific than commonly used keywords. With long-tail keywords you sacrifice search volume for higher conversion values. 
2. Location specific campaigns: The ads also need to be specific to the locations that you service now or are looking to service in the near future.
3. Conversion tracking and analysis of key metrics 
4. Continuity between the physical ad, the searched terms, and the landing page

The answer depends on your specific goals and time frame. If you’re looking for quick results that are transactional, PPC would be the correct choice. However if you’re looking for gradual growth and compounding visibility online, SEO would be a great avenue. Typically, our team will build marketing campaigns that utilize both digital channels.

PPC campaigns are very customizable and allow the advertiser to put together a roadmap around these variables:

1. The ad budget and the breakdown of that budget — With paid ads, one can choose how much of their budget they want to direct towards a given keyword.   

2. The location of the ad — PPC ads also allow for a very specific targeting of the locations of your choice.

3. The timing of the ad — In addition to choosing the location and budget of the campaign, a PPC ad can be placed in front of your target audience at specific times of the day.

4. Demographic targeting — Arguably the most important variable of the PPC campaign is being able to choose the exact customer profile that you intend on targeting.