An Introduction to PPC Marketing
PPC marketing is the term used to describe the advertisements you see all over the internet, like those on Google or on Amazon. Normally managed through Google Ads, PPC stands for pay-per-click, the straightforward name which tells you everything you need to know about how it works. For every click made on your ad, you pay.
PPC marketing vs SEO: Which is right for your website?
Both PPC marketing and SEO on the use of keywords to show up for the right people. In the case of PPC, you need to be specific about your choice of keyword for your advertising campaign, as each click will cost you whether or not it leads to a sale. Assuming you know your business and your keyword well enough, let’s take a look at the scenarios in which you might choose to use PPC marketing.
When immediate results are required
When time is of the essence, say during a product launch or a sale, you’ll want people to hurry to your website. The big advantage of PPC is that it can be set up to run quickly and efficiently, and help drive traffic when you need it most.
When you seek highly targeted traffic
If you’ve chosen your keywords correctly, your PPC marketing campaign will result in an influx of traffic from people who are genuinely interested in what you’re offering. This is why it helps to get it right; your keyword choice can make or break your PPC budget. If you mislead people with your choice of keywords – say, using “swimming pools” for your beach-side resort – you stand the risk of attracting people to your site only for them to leave disappointed.
When your website isn’t designed with SEO in mind
We love SEO, but not every website is capable of managing it – especially when there’s no content marketing to go along with the rest of the site. PPC marketing is a great way to get around this by allowing people to find your website regardless of whether you’ve used the keyword on the site itself.
When you want to dominate the market for your keyword
The great thing about PPC marketing is that it allows you to show up in search results at the top of the page, before the organic results that come from recognised sites and SEO marketing efforts. People rarely click through to the third or fourth page of search results. No one has the time anymore. Showing up at the top of page one is more likely to get you the business you’re looking for, particularly if you’d otherwise end up buried in the results.
When should you avoid using PPC marketing?
PPC has many advantages, but there are certain times when it won’t do the trick. This all depends on your motivation towards choosing it as a method of marketing. Sure, it can be quick and effective, but that’s more important when immediate sales are your priority, even if they come at a cost.
Avoid PPC when you want consistent results
If your goal is to show up on Google for your keyword every time someone looks it up, it’s expensive to be the number one choice every time with PPC marketing. Instead, you should be making use of SEO, to optimise your website for search engine results. This will allow your website to show up in search results simply because the content is there that people are looking for. The more people that click onto your site and stay there, the better Google thinks the result is. Rather than costing you money per click, when you show up in search results because of an organic result, Google will reward you if you’re the site clicked on often.
If you want to be seen as an expert, don’t rely on PPC
PPC marketing is great for sales, but not great for making you look like you know what you’re talking about. Reputation is everything in some lines of work, which is why you need to focus on building a brand and showing up organically in search results if your knowledge and skill is what you’re trying to sell.
Avoid PPC if you’re planning on selling your website in the future
Just like the land your house is built on and the office space you might be renting, websites have a real estate value. If your plan is to sell your website in the future, it’s important that its traffic was grown organically. No buyer will value a website that has only succeeded because money was spent on the traffic.
Where do we come in?
Get in touch if you’re looking for a consultation on your PPC marketing campaign, and see how we can help your website succeed on its own in the future!