Regardless of the type of business you run, it’s impossible nowadays to ignore the importance of internet advertising. Of the various ways to utilize this profitable technology, pay-per-click might be the most effective. You may want to try this yourself, but unless you understand the basics, you can’t possibly do so to the best advantage.
What Is Pay-Per-Click, Anyway?
In the pay-per-click, or PPC, model, the advertiser does not purchase these online commercial endeavors outright. Instead, he pays a fee only when someone does an search on a search engine and clicks on one of the ads. You might think of it as buying individual visits to your website. Instead of paying a flat price for every piece of internet advertising, you pay only for each individual visit to your site through a click on one of your PPC ads.
There are three distinct forms of PPC advertising. They consist of text ads, banner ads and product-specific ads. The type you choose will vary in accordance with the way in which you wish to attract your customers and what you hope to gain from your ads. “Google Adwords” is currently how Google makes most of their money. Bing has it’s “Bing Ads”.
Text-Based Pay-Per-Click Ads
Of the various forms of PPC, many consider text-based search engine advertising to be one of the most effective. When using this strategy, you are really bidding for the placement of your ad as a sponsored link in a search engine’s list of results. Since these displays appear in response to relevant keywords entered by information-seekers, you are really bidding here for the right to have your text-based ad show up on the very first page at the top of the search results.
Of course, as its name implies, a text-based ad will contain nothing more than text. Once it appears, however, you will have complete control over the website location to which it directs the individual who has clicked on it.
Product-Specific Pay-Per-Click Ads
The product-specific form of PPC advertising contains more than simply text. These promotions feature eye-catching illustrations of the products for which they hope to attract interest in the form of a click.
When visitors click on a product-specific PPC ad, it should take them directly to the page on your website that promotes that product. Once they’ve arrived at that location, your page must to entice them to click on that all-important “add to cart” button. The use of this type of ad does require you to maintain an active and regularly updated product feed relative to your current online inventory.
Banner-Style Pay-Per-Click Ads
The banner ad is another way by which the PPC advertiser can draw potential customers to his or her website. This type of pay-per-click ad allows the advertiser to zero in on potentially qualified callers by calling to them from a site that has already drawn their interest. By targeting them with ads that relate to the context of the sites on which they appear, the banner ad can entice them to visit a corresponding website.
For example, a blog aimed at dog lovers would be the ideal location for placing a banner-style PPC ad that redirects to a seller of pet supplies. Through this ability to target interested customers, the banner ad excels at attracting traffic and generating leads.
Reining in the Power of Pay-Per-Click
Virtually any website can stand to benefit from the PPC ad’s talent for drawing in traffic. Regardless of the types of ad you employ, a well-though-out pay-per-click campaign can help to build business traffic through:
- Targeted advertising. Why waste time marketing to people who have no interest in the service or product you offer? Contextual targeting through relevant keywords allows you to serve your ads to the audience that matters.
- An adjustable spending plan. The pay-per-click model lets you rotate your ads, cycling them in and out as needed and thereby sticking to your advertising budget.
- Ease of calculating return on investment. Pay-per-click permits accurate conversion tracking for keeping tabs on the success of your ad campaign.
- Instant results. Nothing beats PPC advertising for increasing the level of traffic to your website in a hurry.
Best of all, you pay only when a potential client or customer clicks on your ad and visits your website. With PPC, your advertising dollars always work to your benefit.
Making Pay-Per-Click Marketing Work for You
If you’re trying to target a desired online audience, pay-per-click is the way to go. It brings you more bang for your advertising buck by letting you pay only for the traffic your website receives. Once you’ve drawn them in, you’ve already increased your chances to turn those visitors into paying customers. At this point, your well-designed website will do the rest.
Are you interested in PPC advertising but not quite ready to do it by yourself? Dot Xero Digital Marketing Agency offers reasonably priced assistance for your business’s pay-per-click marketing campaign, so why not make it easy on yourself? Call the experts at Dot Xero and have it done right from the start.