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Pay-per-click Advertising (PPC)

It’s no coincidence that companies who invest in PPC ads tend to have more website traffic, higher sales, and greater visibility on search engine results pages (SERPs).

Local businesses can achieve all of this and more by investing in the right advertising model. Pay-per-click (PPC), also known as cost per click (CPC), can boost your online ranking in a matter of minutes and generate new leads quickly.

The Fundamentals of PPC: How it all Works

The process is actually fairly simple, but the ongoing management of these ad campaigns is more comprehensive. As a local business owner, you’re essentially paying for search engines to place your ad in a premium spot within search engine results. The goal is to generate more leads by staying ahead of the competition at all times.

If you have ever searched for something on Google, these ads should look very familiar to you. When you search for something online, take note of the results at the top, bottom, and side of the page. In the case of Google Ads, you will clearly be able to distinguish paid ads from organic listings because each one has a distinct marker – the word “Ad” with a box around it.

This type of marketing approach can be crucial for local businesses who are having trouble getting visitors organically. The internet is a highly competitive and robust space, and getting yourself on the radar isn’t something that happens overnight.

Pay-per-click advertising is usually made available on an auction basis, which means you’ll literally be in a bidding war with your competitors. If you want to come out ahead and rise to the top of search engine rankings, you need the right strategy and partner to outsmart the competition.

How to Get Started with PPC Advertising

If you’ve never done PPC ads, we strongly recommend investing in a seasoned professional to help jumpstart and manage your campaigns. You need to have a solid understanding of your industry, including what keywords you should optimize and what your local competition is doing. Unfortunately, there is no “one-size-fits-all” approach to advertising that is guaranteed to drive traffic to your website. Success will be dependent on a number of factors, including consumer demand, geography, the volume of competitors, and your quality score.

Understanding Your Quality Score

Your quality score is used by major like search engines like Google and Bing! to determine how your ad(s) will be placed. Is your ad relevant to the search query it appeared in? Is it generating interest and clicks to your website? Search engines will look at your ad, landing pages, and the keywords you use to assign a value to your business.

But that’s not all… It also has a direct impact on your budget, because when you have a low quality score, the cost of marketing comes higher. You will bid on the same keywords, but suddenly, the cost to use them will skyrocket. That’s why so many local businesses turn to a marketing professional to manage their campaigns. When your quality score is higher, your cost per conversion is lower and your ad placement is better.

How Engage Marketing Can Help

Engage Marketing has proven methods to help local businesses grow their customer base through PPC advertising.

Local businesses often don’t have the time and resources required to maintain PPC ads on a regular basis. Not to mention, all of the industry research it takes beforehand to get these ads up and running. Engage Marketing will manage the process from start to finish, and can help:

  • Optimize your marketing budget
  • Expand your reach and refine your target audience
  • Place, manage and track your PPC ad campaigns
  • Get the most cost-efficient clicks
  • Lower your cost per conversion
  • Improve your quality store among search engines
  • Increase your return on investment (ROI)
  • Drive more traffic to your website

PPC advertising can take your local business to the next level, but it’s a full time job. If you don’t pay close attention to how your ads are performing, their value will diminish over time and you will quickly lose your competitive edge.
Marketing is rapidly changing, and local businesses need to adapt with the times. Do not let fear of the unknown stop your business from reaching its full potential. Focus on what is truly important to you, and let Engage Marketing do all of the heavy lifting.