Pay Per Click advertising is a great marketing tool that anyone can take advantage of to promote their websites, or their affiliate products (if the merchant allows this). It allows a marketer to get to the top of the SERPs, even if they have a relatively new website, or to get their product featured on a number of websites in prominent advertising spots.
You can market on Facebook using pay per click, for example, and if you do so then your post or page will be shown in the streams of a number of users – but you don’t pay each time the post is shown; you pay only if the user clicks on the post. This is an important distinction, and one that can greatly reduce the cost of your advertising campaign – and the cost of conversions, especially if you write good posts that make it clear what it is you are promoting. With well-written ad copy, the only people that will click on your posts are people who are interested enough to want to learn more, and those people are likely to convert. There’s no money wasted on impressions from people who don’t want to buy; you’re just paying for the ‘good’ traffic.
Pay per click advertising offers near-instant feedback and results. With search engine optimisation, you have to wait for the search engines to index your site and pick up on links, then for the algorithms to kick in and weigh the ‘authority’ and ‘quality’ of your site. With social media marketing, you have to build up a follower base then wait for them to respond to and engage with your posts. With PPC, you just post the ad, fund your account, and then sit back and watch your analytics to see what happens.
PPC advertising is just one part of an SEO campaign and by itself, it will only get you so far. As great as pay per click is, it’s important to remember that when you stop funding your site’s ad campaigns the traffic will stop coming. That’s why SEO is such a useful tool – it allows marketers to build up a good online reputation, and to capture ‘organic’ traffic and a wider range of keywords. PPC will target specific sites or specific searches while SEO targets a much bigger range because the search engines will look at the content on your site and decide what to match it with.
Both SEO and PPC, as well as general social media marketing, are required if you want to achieve long-term success. SEO will bring you longer term traffic even if, for some reason, you temporarily stop funding your ad campaigns. PPC, on the other hand, allows you to quickly target specific keywords, and to kickstart a campaign with a quick injection of traffic. You can use it to test new products or new slogans and get rapid feedback on how they will perform. You can also use it to jump on to current affairs or interesting news, and promote things on short notice.
If you have never tried PPC before, it makes sense to give it a go – you may be surprised at how effective it can be and how many people you can reach with it. For more information you can watch this Sheffield SEO Video
PPC gives you fine control over the location and demographic of the people you are marketing to – you can even target specific devices. This fine level of marketing is unprecedented, and something that marketers are only just getting used to – take advantage and see the power for yourself!