PPC is the speed you need
The main difference however, is that SEO is a slow burner. Yes, it’s a low investment strategy for organic reach, but that growth takes time; several months at least, often longer.
PPC on the other hand, offers fast and affordable results that deliver almost immediately. As you can see below, a lot can be achieved in as little as 48 hours.
A well planned PPC campaign can put your business at the top of search results. In other words, customers will see your business ahead of your competitors. The key is to find where your customers are hiding.
Hunt your customers down
PPC gives you the power to specifically target your audience. You can place your ads at a specific time and place, and even target where they are seen, such as mobile.
PPC also puts you in full control of your budget. You choose how much to spend and only pay when a prospect clicks on the ad. You always know what’s working and what needs to change.
This gives you the freedom to continue campaigns that are producing results, and stop campaigns that are not reaching your audience. If you’re spending, and not seeing a return on your cost per click, switch off the ad and spending stops.
Long gone are the days when customers stumbled off the high street and into your shop by chance. Traditionally, customers combed the streets to find you. However, due to a change in consumer habits, most customers have now transitioned online.
The tables have turned. It’s now up to your business to trudge through the millions of customers online. You need to filter out irrelevant consumers and track down the buyers specific to your trade.
Remember the old saying, ‘she was great at sales, because she spoke her customers’ language?’
Understanding your customer’s interests and how they can benefit from your product or service is the basis for any successful business. But here’s what’s changed. It’s no longer about the way your customers speak. It’s all about the way they search.
To get your customer’s attention, you need to determine the words they are using when they search online. This can be a time-consuming process, but defining keywords is a critical step in PPC success.
Here’s an overview that covers what you need to consider.
As you can see, keywords are important. If you have already established a strong organic reach through SEO, you should have a clear idea of what words define your business and products.
Break Ahead of the Pack
Advertising experts know that a strong attention-grabbing headline is half the battle won. The success of an ad comes down to what your customers read first. The golden rule with headlines is to honest.
PPC is great for exposure and a fantastic tool for new campaigns, products or brand awareness. Customers love the opportunity to save money, and if your ad promises a discount or incentive, you best deliver.
Your ad should give a clear indication of where their click will lead. If you offer customers a 20% discount on your new line, make sure they are taken to the same offer when they click the ad.
Do not be tempted to use gimmicks or tricks to encourage click rates. You will only lose out in the long run. If customers feel cheated or deceived you will lose their trust.
So, make sure your headlines give a clear, honest, message, that is backed up as soon as consumers click to find out more.
All systems go
Once your ads are up and running, it’s important to monitor results and optimise where needed. This process can be time-consuming and costly if not handled with care. Not keeping an eye on your ads can lead to overspending, or investing in a campaign that’s failing to produce results.
Clicks are great, but if clicks are not converting, you’re wasting money.
Think of a click as a customer browsing your store. If you want that customer to spend, you need to make sure the store they’ve walked into meets their needs.
Consider where your customer will end up once they click on the ad. For most companies this will be a website. If the page the customer lands on isn’t set-up to take care of their needs, they will leave and a sale will be lost.
This is why it’s important to understand what’s working with your ads so you can optimise your strategy for better results.
The best way to see what’s bringing in conversions is to test a range of ads. This will give a clear indication of what ads make the most conversions, and the ads that are only drawing in clicks. Remember, if an ad isn’t effective, you can stop it any time.
That’s a wrap
There you have it. PPC is great for traffic, exposure and generating leads, but it needs to be monitored. If you don’t have the time or experience to monitor your PPC campaigns on a regular basis, find someone who can take care of this for you. PPC offers a great return on investment, but can be costly if you’re not playing close attention.
The main benefit of using PPC is that you have all the data you need to make a campaign successful. The trick is knowing how to read that data and adapt the ad to your advantage.
Need to know more?
Why not contact one of our marketing team to see how PPC can give your business the tools it needs to speak your customers language.
We offer full PPC Campaign Management that will get you results in no time.
Click here to check out our services page, or call or email a dedicated sales manager.
Tel: 0203 988 2111 Email: [email protected]
Wallop are here to make sure your business succeeds online.