What Is PPC Advertising?
PPC stands for pay per click. Through this method of internet marketing, you can essentially buy visits to your site. As a Pay Per Click Advertising management company in Louisville, KY, we can help you set up your campaign to start driving visits to your website.
This enables ads for your business to show up at the top of the Google search results in the Google Ads section. While there is a cost associated with a pay per click campaign, when PPC is working correctly, the business generated can create big profits.
A Pay Per Click Advertising campaign for local businesses can be one of the most lucrative forms of marketing if executed properly.
Getting the most out of your PPC campaigns requires keyword research, planning, and an optimized landing page to convert visitors into customers. This is why it is important to work with an online marketing agency who is also a Google Ads specialist who has your best interest in mind. The more effective your Pay Per Click Advertising, the cheaper your ads become, leading to higher profits for your business.
WHAT IS THE DIFFERENCE BETWEEN PPC AND SEO?
PPC and SEO both fall under the category of SEM (Search Engine Marketing). SEM focuses on getting your company as close to the top of the results page as you can.
Over 85 percent of Internet users will start their searches using their favorite search engine, but 95 percent do not look past the first page of results. Choosing between PPC marketing and SEO is all about how you want to get there. Balancing the two can be tricky.
Here are some of the differences to keep in mind when determining which strategy is right for you:
Search Engine Results Page Position
In any search engine, the results page is divided into two parts: organic results and paid advertising results.
- PPC: PPC results are at the top and bottom of the search page and often have some indicator that they are indeed a paid advertisement. When you advertise on Google, the results page shows four paid ads at the top and four at the bottom currently. Other search engine layouts vary, but the paid results are always first.
- SEO: All other results below the pay per click ads are organic, including the maps and images section.
PPC: Depending on the industry and the keywords, Pay Per Click Advertising can actually be cheaper upfront. More popular keywords are more expensive, so the costs depend on your industry. The more results you want, the more you will have to spend. An effective PPC campaign management company, like One Thing Marketing in Louisville, KY, can work to keep these costs low by choosing the right keywords to target, creating quality ad copy, sending ads to the most relevant landing pages, and more. There are a lot of variables and optimizing each will save you money. However, to keep seeing the benefits of Pay Per Click Advertising, you need to keep spending money on the ads.
SEO: The cost for SEO results are sometimes more expensive up front because you have to create specific content and employ other SEO tactics to achieve a natural ranking. However, once the initial work is done and the bill is paid, you can still keep seeing top search page ranking results from the money you initially invested and even slowly decrease your budget in some industries.
PPC: A top-of-page ad can create almost instant traffic to your website. This can be useful when launching a new brand or product. But in order to maintain this visibility and traffic, you must keep spending your ad dollars.
SEO: SEO is a process and it takes time to see results. It all depends on the competitiveness of your industry. Typically, it takes at least 3-6 months after the initial optimization has been completed to starting seeing results. However, once you gain visibility on the first page of the search results, it’s easier to maintain that visibility long term. If you continue to add well-optimized, great content to your site, you will gain authority and the trust of both users and the search engines.
PPC: Some internet searchers admit they won’t even click on the paid advertisements. Because these results are paid, they don’t trust that these are the best results and tend to click on them less. However, these ads do still generate leads, clicks, and traffic to the sites who advertise in this section of search results.
SEO: Organic results have the perception of being authentic and trustworthy because they are unbiased and unpaid. These results are seen as better matches to the user’s search.
The Best of Both Worlds:
We recommend putting SEO and PPC together to reap the benefits of both. Start with SEO to begin the process of getting effective, long-term results. In the meantime, use Pay Per Click Advertising to boost your business and get immediate top-of-the-page listings when launching a new website, product, or service. Using a Google Ads specialist to manage your campaign and handle this balancing act gives you the most effective combination of both, creating instant results and long-term business credibility.
HOW CAN PAY PER CLICK MARKETING BENEFIT YOUR SMALL BUSINESS?
When your Pay Per Click Advertising campaign is handled correctly, you can expect nearly instant results. The first benefit you’ll notice is a rapid increase in site traffic. This can be particularly beneficial for new websites.
Often those initial increase in results can transfer to increased conversions, sales, or leads. Pay per click advertising campaigns are easy to pause or suspend based on seasonality, business demand, employment shortage, budget, etc. Pay Per Click Advertising enables you to track your leads so you can see measurable results. Thorough reporting shows you exactly what works and what doesn’t.
Now, you have the ability to target the right audience based on zip code, time of day, device, etc.
HOW DO YOU KNOW IF MY BUSINESS IS READY FOR PAID SEARCH MARKETING?
Before starting a campaign, we sit down with you to learn about your business and your goals so we can decide exactly what is right for you.
Some of the questions we ask are:
This is a critical first step to creating a successful online presence. You can’t start Pay Per Click Advertising with no place for searchers to go once they click your ad.
- Is your website user-friendly and easy to navigate?
Pay per click advertising gets leads to your site, but once they get there, its work is done. It is up to your website to convert them into a customer. When potential customers get to your site, we want them to find exactly what they are looking for, so we look at and ensure your site is ready for an audience. Your website should be mobile friendly with a modern intuitive design and organized layout. We can let you know what tweaks we believe need to be made to get the best results from your PPC campaign.
- Have you implemented real SEO to your website?
This is not just putting a few words into an SEO plugin (like Yoast) and hoping for the best. This includes extensive keyword research, content, and a strategic implementation of SEO tactics. SEO should always be the foundation of any online marketing strategy and is our recommended starting point.
- Do you have a landing page?
People who click on paid ads are generally ready to buy, so you need a landing page that takes them to exactly to what they searched. Sending customers to your homepage may be ineffective if they have to go looking through your website to find what they need. We are able to design landing pages that are more likely to convert your potential customers.
- What is your call to action?
A call to action gives your customers a reason to click on your ad or link or take some type of “action”. You should be prepared to present an offer they can’t resist like discounts, coupons, free quotes, downloads, or consultations. Your offers should be used in your ad copy and featured on your landing pages to get visitors to take action.
Most people fall into two categories: those with a strict budget and those who have no idea what their budget should be. We can help you determine an effective budget based on your goals or help you set a more realistic budget.
To better understand, you should be able to answer key questions like:
- What products/services do you sell the most of and why?
- What is your customer acquisition cost?
- What do you think you should pay for a lead?
- How many leads are you currently generating?
- How many of those leads become customers?
- What keywords do you want to target?
But don’t worry. If you can’t answer these questions, we can help.
WHAT’S INCLUDED IN EVERY PAID SEARCH MARKETING CAMPAIGN
- Keyword Research: We make sure you target the right keywords for your audience, giving you the best results.
- Initial Campaign Setup: We set up your Google Ads campaign(s) including ad groups, text ads, site extensions, and more.
- Call Tracking: This gives you the ability to know which calls to your business came from your paid advertising and which did not.
- Ongoing Campaign Management: Based on results, we can pause keywords, add new ones, test ad copy, and change bid amounts to increase results.
- Monthly Reporting: We let you know everything, from the big picture to the things you didn’t know you cared about, in an organized monthly report.
- Landing Page Creation: If you don’t have a landing page, no problem. We can create one for you to help you get the most out of your Google Ads budget.
WHAT’S MY INVESTMENT?
Pay Per Click Advertising is offered as a supplemental add-on to clients already using our SEO services. In a city as large as Louisville, KY, your business is bound to face some steady competition. You will need a budget that reflects your industry’s competitiveness. We require a minimum of $1,000 per month be spent on ads to get started. And to make sure we give ourselves, and you, time to see a return on investment, we require a 90-day minimum time frame to work with. Our Google Ad campaigns include a one-time setup fee of $495 with monthly management fees starting at $695 per month.