March 19, 2013
Running a PPC campaign can help you make your business known to the world, or really to any geographic area you choose. PPC campaigns are a very flexible way to market your business on the Internet and increase your web presence. They can help marketing efforts very well by getting your business to rank for keywords it does not rank for organically and attracting the attention of a larger range of your target audience. A PPC service can help you created the best PPC campaign possible in order to improve the success of your entire marketing plan.
PPC campaigns require monitoring very often. They are high maintenance, so it is a good idea to hire a PPC service to monitor your campaigns for you. However, if these campaigns are effectively run, they can attract the attention of people your business would have never reached, without.
Extensive keyword research will give you a starting point for your PPC campaigns. What is it that your target audience is looking for that you can provide to them? How are they searching for that product or service? If you do not organically rank for a certain keyword and if you believe it embodies your brand or the products/services you provide, you can create a PPC campaign to make your website rank for said keyword. The more specific the keywords are the better. For instance, if you sell an item in a certain color or type and it seems to be something that many people are searching for recently, create a PPC campaign for it.
You will have to bid on the keywords you have chosen for your PPC campaign, meaning you will compete with other businesses for the best price for a certain keyword. It might be difficult to get your business to rank for general keywords, particularly if you have big business competition. You will have better luck targeting consumers at the end of the buying process looking for some specific things your business offers.
It could be that without having launched a PPC campaign for the phrase “green turtleneck sweater,” you never would have sold as many of your sweaters to as many consumers. They probably would not have known your business even existed, if you did not rank organically for the keyword prior to the campaign. By using specific keywords like this, you can gain the attention of members of your target audience who would have otherwise gone unnoticed.
The point of your marketing plan should be to have your business reach more consumers and to raise your conversion rate. PPC is a great way to do this because of how much control it gives you over whom to market to. If you have a specific idea in mind of people your business is missing and still needs to reach, you can tailor your campaign to them and their online habits. You can choose when your campaign will run, what geographic regions ads will appear to and for what specific keywords your business will rank for. A successful campaign will expand your clientele provide you with a great return on your investment.