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Should You Use a Pay-Per-Click Management Company?

What is Pay-Per-Click (PPC) Marketing?

How can you know if you should invest in pay-per-click marketing if you don't know what it is? According to Digital Marketing Pro, "PPC or otherwise known as Paid Search Advertising (PSA) is part of Search Engine Marketing (SEM). Together with SEO they are the main ways to target people using search engines (mainly Google and Bing) to find answers to their questions, general information or products to buy. The general idea about PPC is that it allows you to reach targeted audience fast by specifying who will see your ads (either by entering specific keywords or demographic characteristics) and you only pay when someone performs an action on your ad." Basically, marketers place ads on search engines and only pay when it gets clicked on. Advertisers also have the opportunity to bid on sponsored links, which show up every time an internet consumer searches for that specific keyword.  

Which Types of Companies Should Use PPC?

Yellow Pages Digital explains that pay-per-click marketing isn't for every business. However, it covers a wide range, such as businesses with long-term customers (think healthcare and internet providers) as well as companies that sell "big-ticket" items. Specialty shops, online retailers, and start-up companies can also benefit greatly from using PPC marketing.  

When to Use PPC?

Some great examples of when to use PPC are described by Digital Marketing Pro. They suggest using PPC when you have time-sensitive offers, as pay-per-click can bring immediate results. It can be used to raise brand awareness, generate new leads, and simply to sell products and services.  

What are the Benefits?

So why should you use PPC? What good will it do for your business? Some companies hesitate to use this strategy because they feel like they're just throwing their money away. The opposite is actually occurring! You're only paying for the marketing that's successfully working, when someone clicks on the ads. This means that only relevant traffic is being directed to your website. Remember, they chose to click on the ad. They're interested. Each click is a visit to your website, which means more exposure. Pay-per-click marketing is extremely helpful in helping your business ads show up at the top of search engines results. Being in the top search results creates a wide reach for a target audience. It brings immediate and consistent traffic. Another great benefit to PPC is that each click is from a potential customer that is searching for someone like you. So if your site doesn't suck, they will stick around. These will already be happy customers because they had such an easy time finding your products and services. PPC advertising is also great because your ads don't pop up on a random page or seem spammy. They simply show up when someone searches for them, which builds trust from the get-go. It can be a great test to see if your product will sell. If you haven't thought about using pay-per-click marketing or have been skeptical of it, the benefits are a great indicator of what it can do for your company.  

Using a Pay-Per-Click Management Company

Some companies waste a lot of money doing PPC campaigns because they don't understand which keywords to use, or their site is ugly or not user-friendly. If you are paying for keywords that are being searched primarily by people looking for info and not looking to buy, you won't see a good conversion rate, and you'll waste a lot of money.  The same thing goes if your site is not optimized for conversion. Once people get to your site, if they can't easily find what they're looking for, they will get confused and leave.  If your site is of sub-par quality, consumers won't trust you, and again, they'll leave very quickly.  These are all reason you should consider using a Pay-Per-Click management company, that can design attractive conversion optimized landing pages, and one that will find the best keywords driven by consumers that are ready to buy.  A good PPC management company will know how to identify these keywords and be able to create the best landing pages to lead to more sales and a better ROI.

What is pay-per-click marketing and is it worth implementing in your business strategy?

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