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PPC – The Good, The Bad and the GRO Way

As Marketer’s we’re used to hearing the word PPC get thrown about. But what does it mean and how do you effectively incorporate PPC into your marketing campaigns?

PPC stands for Pay-Per-Click. These are adverts that are displayed on search engines, they can sit either at the top or bottom of the search page, depending on how much you are willing to pay to be seen. The interesting fact about PPC adverts is that you literally only have to pay if someone clicks the advert.

The Good

Instant Marketing:

PPC marketing is the opposite to its alternatives like SEO (Search Engine Optimisation) and Email Marketing, with these forms of marketing you aren’t always able to see results straight away. For example, with SEO it can take up to 6 months to see your business move upwards through the Google rankings.

PPC is instant marketing. If you are willing to spend enough, your customers will see you. For example, with Google AdWords, you select your key search terms and enter your maximum bid. For search terms such as ‘Email Marketing’ this could potentially cost you up to £20 per click. If just 5 people clicked your ad a day. this would cost £100 and with the potential of 3,000 clicks per month, it can prove costly. However, your ROI (Return on Investment) for these customers could be in the thousands.

The Devil’s in the detail:

Having a well written advert can increase the chances of customer CTR (Click-Through-Rates). If the wording and content of the advert directly targets and engages your ideal market, PPC can mean that your potential customers get to see your company first and you have the chance to impress them before anyone else on the search engine. This also gives your audience a sneak peek into what you are hoping to sell to them.

Make sure once you have the content of the ad sorted that you don’t forget about the all-important CTA (Call-To-Action). A well written, well placed, PPC advert that matches up to your keywords and customers search terms gets your company out there. PPC has an unmatched ability to adjust to market conditions and changing customer interests. In addition, PPC can be a cost-effective way of marketing to highly targeted traffic, if you use long tail keywords or search terms.

The Bad

Got a big ego?

If you have a big ego forget PPC. So, you have a budget set for your daily campaigns, now you need to be number 1 for your search terms. This is where the obsession starts, the daily, hourly checks start to take over and you end up getting yourself into a bidding war with a competitor. Before you know it, you must be number 1 for every search term and your budget goes out the window. Is it all worth it?

With PPC, not only is it super easy to rack up huge bills, but there is limited tracking of ROI on non-ecommerce sites. So, you might not even be making any money from your campaign. It used to be solely a bidding war but, Google AdWords for example, have introduced a quality control score that means even if you have the funds to throw at a Pay-Per-Click campaign, it judges the quality of the site you are promoting.

Junk Traffic:

Believe it or not there are people out there who can be classed as junk traffic. These people could literally be your competitors who go out of their way to click your advert, just to cost you money. When you initially look at your statistics and results for a campaign, they may appear great in terms of clicks, but on balance this could be bad for your finances when you measure your ROI. If your ad is clicked you are charged.

Most people don’t even click the paid ads, simply because they think you should be on at the top of the search for your own merit.

Scalability and Success:

Measuring the success of a PPC campaign can prove to be difficult. For example, the scalability of your click rate. The price of a PPC campaign can be cost effective if you are small scale, but if your campaign is working well, then it is likely to cost you a lot of money as the number of clicks increase. Measuring the success can be seen through your CTR compared with your conversion factors, such a call now button or ecommerce tracking features.

The GRO Way.

There is no perfect Pay-Per-Click campaign. GRO will make sure that when you invest in a PPC campaign you get results. A few years ago, PPC, SEO, websites etc were all separate forms of marketing, but not anymore. Every marketing strategy should have multiple elements that complement each other to be successful. The best way to run a successful PPC campaign without wasting your money, is to feed the results directly into you organic SEO.

A PPC campaign works best with a clear conversion goal in mind. In-depth analytics of visits to your website are better metrics than simply just a click of an advert. Using PPC as part of your campaign gives exposure to your brand and highlights your desired message to a large audience. So, there is no perfect PPC campaign, but GRO will develop all aspects of your marketing campaign to complement each other. For example, it’s great getting the clicks on your advert, but having an engaging and informative page on your website will help reduce the bounce rate and keep people on your site for longer.

We recommend that you always feed your PPC results into your organic SEO. This will help you discover what key search terms your potential customers are using. For example, if you’re getting 100 clicks to an advert with keyword of ‘website design’ and only 10 with ‘website development’, then you can push your SEO campaign using the key search term ‘website design’, because you know people are searching for that. You will then be at the top of the google search organically and there on your own merit.

So, make sure you don’t get too caught up in the world of PPC. Set out a clear plan of budget and stick to it, measure and monitor the on-going success of the campaign, then feed your results into an organic marketing plan. We help you rank highly on Google using organic SEO, without forking out on expensive and potentially unsuccessful Pay-Per-Click adverts.



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