This could seem to be a silly question, but when last did you Google something? Did you notice the first three links that came upon the page; the ones with AD written next to them? How about on Facebook; have you seen the little “sponsored” sign below certain branded posts? Pay-per-click advertising has been about for a while but has exploded once it was introduced to social media platforms.
There are schools of thought for both sides of the PPC argument. Some believe that PPC is an unnatural manner to attract business, while others believe that it’s the only way brands can compete in the highly competitive marketplace environment. Let’s take a look at what PPC is, how it drives conversions online, and three solid reasons to include PPC in your marketing mix:
What is PPC?
PPC stands for pay-per-click and works just like the title suggests. Brands can drive traffic to their websites or social media pages by paying for online advertising that only charges when someone physically clicks on the advert. On Google, PPC works like a bidding system. Those who pay the most for bids on specific keywords that internet users might search for will most likely get their paid advert on the top of Google’s page 1. If a brand bids below another advertiser, that advert might appear in position 2 or 3, or at the bottom of the page rather than the top.
How PPC drives conversions
PPC might be a fantastic digital marketing enhancement that can almost instantly drive lead acquisition, but it doesn’t work on its own. Pay-per-click adverts are one link in a chain of content requirements to ensure that the ads work the way they’re supposed to. So, for PPC to be as effective as possible, a brand will need to do the following:
- Research high-traffic keywords related to the product/service being advertised;
- Include these high-traffic keywords into the headlines and descriptions of the ads themselves;
- Make sure that there is a website page that the ad is linking to;
- This destination page should also have the high-traffic keywords on it;
- Ensure that there are actions visitors can take on the destination page (call now, find out more).