Pay Per Click Management
PPC offers a great way of increasing website traffic and can be used on both Google and Bing search networks. Both of the major search engines also allow for remarketing, thus offering you the chance to recapture previous website visitors.
Pay per click is a great way of generating traffic to your website and is now offered across both search and social media networks. In it’s simplest from PPC involves bidding on chosen keywords within your ad campaigns and when a customer clicks on your ad from these campaigns, you get charged.
In reality, though there is a lot more to consider and apply to you pay per click campaigns. When developing campaigns for clients we always use data and analytics to help us ensure we get the best ROI for our clients. Whilst PPC offers you the chance to appear at the top of search engine results we believe that it should also work to enhance and guide your organic SEO strategy.
For example, by monitoring and identifying popular keywords that consistently offer a good ROI then it should be seriously considered to try and rank organically for that keyword.
In addition to this consideration should also be given to any remarketing ads that can be generated as a result of a customer visiting your website and looking at/ taking action that could indicate they are about to make a purchase or enquiry. Remarketing ads offer a great way to continue to show potential customers your products as they can show your ads and products in small remarketing boxes within Googles display network of approved websites.
Another important aspect within PPC campaigns and certainly within Adwords is the Google Shopping Feed. This feed is linked to your website via Google Merchant Centre and allows for an upload of your entire product catalogue. This catalogue is then displayed on Google search results under the shopping tab when customers search for these products or similar ones, depending on how the ads are configured.
So far we have looked specifically at Google and their PPC platform Adwords. There is however Bing, the Microsoft owned PPC platform that covers Bing and Yahoo search networks. Bing can also be beneficial to businesses looking to generate more traffic to their websites. Bing offers a very similar platform to Adwords and can on occasion offer a better ROI depending on your sector.
One of the main reasons for this is that the cost per click (CPC) on Bing ads are generally considerably cheaper than then would be on Adwords, mainly due to the there not being as many people searching and using Bing and Yahoo as search engines. Even thought this is the case it doesn’t mean it should be ignored – it should still be managed to ensure potential customers are exposed the complete marketing mix your business is using.
Recently social media sites such as Facebook have now started offing a variety of different ads that business can use and pay for on a PPC basis.
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