Not all marketing is created equal.
But the right marketing, at the right time, to the right people helps you control your messaging. When it comes to digital, SEO typically gets most of the press.
SEO or Search Engine Optimization is algorithms used to determine where your content displays in search results. Since 90% of the population only looks at the first page, it is imperative that you are on the first page.
The problem? SEO is not an instant process. Good SEO requires a continuous commitment to quality content for your website, and it requires patience. Growing your business quickly is definitely not an option with SEO.
So how do you get fast, targeted, digital marketing results that can grow your business?
Pay-per-click advertising (PPC) is a marketing model where a company that has placed an advertisement on a website pays a sum of money to the host website when a user clicks on to the advertisement. It is a way of buying visits to your website instead of waiting for your website to show up in organic search results.
The ads on the top and the right of the following pictures are all PPC. If you see [ad] next to the search results it is also a PPC ad.
PPC is designed to quickly capture attention of already-interested buyers, generate new leads, and expand your brand awareness. Here are 5 ways that it can help you grow your sales:
1. Only the qualified, please.
Since you only pay if a prospect who is already interested clicks on your ad, PPC is a great way to do a first level qualification of prospects. The right ad can reach a specifically identified consumer. PPC ads enable location, demographic, and even device-specific targeting preferences. Ever see those clothing ads pop up on your search results after you visited the Banana Republic page? That’s PPC in action.
2. Turn those letters, Vanna!
Take the time to research keywords relevant for your product, service, and offering, and then develop an ad that uses those keywords. This is a must-do first task when considering PPC. If you do it right, those customers who are already looking for your product or service will arrive faster than Vanna White can turn letters on a word or phrase!
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3. K.I.S.S. the frog, err, prince.
Create effective calls to action directly in the ad text to make it simpler for your customers to take the next step. Think K.I.S.S. (Keep it simple sugar), for your ad. Is it easy to understand? Is it easy to see? Does it quickly grab your attention? The less processing power required for your visitor, the more likely they are to follow your link.
4. Designed with you in mind.
One thing to remember with great PPC is to always land your visitor on a customized web page rather than a generic homepage. The customized page should have specifics on the target product or service you’ve decided to advertise. Keep your offering tightly matched to your target persona. Tight = Right.
5. When the hare beats the tortoise.
It’s only in stories where the slow tortoise outfoxes a speedy hare. In marketing, speed matters. PPC will provide faster results for marketing and give you data that you can use across your marketing efforts. Whereas traditional SEO takes 9-12 months to move you up in the rankings, with a PPC campaign, you can start it on Monday and see metrics within 24 hours.
If you aren’t sure how to get started with PPC, SEO, or digital marketing in general, we can help. Give us a shout, send an email, fill out our snazzy new contact form, or send a pigeon. We would love to hear more!