One of the most effective ways for small businesses to generate new leads is through Pay-Per-Click (PPC) advertising. PPC offers businesses the ability to develop brand recognition, maintain a consistent web presence, and introduce a steady flow of new leads and website traffic.
So what exactly is PPC advertising? It’s a form of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a method of buying visits to your website, rather than “earning” those visits organically. PPC advertising is typically run on search engines, such as Google AdWords and Bing Ads as well as social media platforms like Facebook, Instagram, Twitter, LinkedIn, and Pinterest.
Google, Bing, and Yahoo allow advertisers to bid for placement of their advertisements, which are typically featured at the top and bottom of the search results.
Social media platforms such as Facebook, Pinterest and Instagram allow display ads to be placed on their platforms in a user’s activity feed. With Facebook, advertisers have the ability to create responsive ads for desktop as well as for mobile devices. These platforms can vary greatly when it comes to the style and content of the ads.
Almost any small business can benefit from using a pay-per-click marketing strategy to generate leads, sell products or services or build its web presence. The keys to being successful are targeting relevant keywords, understanding your target audience and developing a sound strategy.
PPC advertising brings a couple of powerful benefits for small businesses:
• Measurable Results. With PPC you can measure everything related to your campaign including costs, profits, views, clicks, visitors and more.
• Demographics. PPC advertising also allows you to choose specifically when and where your ads will appear based on criteria such as keywords, location, devices, time and date and more. This segmentation allows you to present your products and services to the right people at the right time.
There are many factors that go into developing an effective PPC ad campaign. A basic understanding of the PPC process will help small businesses get started. However, in most cases, the assistance of a marketing specialist will help get the highest return on investment.
Before you start a campaign it’s important to develop a campaign strategy along with a budget. Ask yourself the following questions:
• What is your objective?
• What are your keywords?
• How many ads do you want to run?
• What is your budget?
Once you’ve determined a campaign strategy, it’s time to either create ads to publish to your preferred PPC account. As you create your ads you’ll be able to specify the following criteria:
• Start and stop dates
• Maximum CPC (cost-per-click) price
• Audiences by demographic and other filters
• Geographic settings
Once your ad has been approved and is published, you must manage the campaign. It’s always recommended that you check your dashboard frequently to monitor progress and then make small adjustments to the campaign as needed.
When small businesses decide to pay for advertising on search engines they’re looking to take advantage of consumers who already know what they want and are actively searching for products or services that business provides.
Deciding which advertising platform to use is a big decision and one that should be made carefully. Here are some of the platforms currently available to small businesses:
Google is the largest and most popular search engine, commanding more than 68% of overall search traffic online. It’s also the most competitive, and therefore, it’s essential that small businesses carefully research their target keywords to keep their advertising costs as low as possible.
Bing is the second most popular search engine currently has an approximately 18% market share on paid search engine advertising. The cost of advertising on Bing is often less than on Google.
Yelp Ads are a popular way for small businesses to target specific local, region, or national markets with ads that can appear on searches as well as on competitor pages. These ads can be very effective because they encourage engagement and direct response through reviews and sharing.
Facebook provides ads that are inserted into a user’s timeline as a “sponsored” ad. Due to the high volume of users on this platform advertisers often enjoy a great amount of engagement.
Developing a comprehensive pay-per-click advertising strategy can be challenging, and can even seem cost-prohibitive, but it brings with it a tremendous amount of value. In order to achieve the best ROI, a PPC marketing specialist can help refine and optimize your efforts. No matter if you go through a marketing professional or go it alone, in-depth research is essential to success in PPC advertising.
Mauricio Cardenal is the founder of Roofing Marketing Pros. We specialize in generating roofing leads for roofing businesses through online marketing.
Name: Mauricio Cardenal