AGENCY - Paid Ad Management
When it comes to driving new traffic to your site – and very quickly – then very few marketing tools compare to pay per click advertising.
There are many reasons why this exciting medium continues to gain in popularity, and why you should be using its features to your advantage, especially if you are a small business.
If you find yourself wondering how pay per click marketing can help your local business, then this page should provide you with all the information you need.
What is Pay Per Click Marketing?
The first and most important step to understanding how you can use pay per click marketing to better your business is to learn what, exactly, it is. Here is a brief rundown of how pay per click marketing works and what it is all about:
Pay per click. As its name suggests, you only pay for this type of marketing when someone clicks on your ad. A click on your ad will deliver the user to the website of choice, as indicated in the campaign set up.
Bidding. Not every ad will cost you the same per click. The cost of each click is determined by competition – the larger the number of marketers there is vying for the same audience, the higher the click cost. Generally speaking, you will have to bid on a price for your clicks – the highest bidder wins the ad space – and your pay per click provider of choice will recommend a bid range that will deliver your highest chances of winning. While you don’t have to bid within that range, it is advisable that you bid either within it, or above it, if you want your ad to display.
Objectives. Although the set up execution of pay per click marketing campaigns is virtually the same across the board, there are a variety of pay per click providers – in different mediums – that enable you to speak to your audience in unique ways, dependent on your primary marketing objective. Whether you want to increase brand awareness, improve traffic flow to your business website, sell a product or service, or relay an important message, pay per click marketing can work for you.
Advantages of Pay Per Click Marketing
Pay per click advertising is unique in comparison to other marketing mediums for a variety of reasons, and you can use the unique features of pay per click to your advantage if you understand what you are working with. Here are some of the advantages of pay per click marketing:
Targeted traffic. Pay per click providers offer targeting options that allow you to deliver your ads to a very specific audience, based on your target market. For example, some common targeting factors include age, geographic location, gender, and language.
Real time results. It is possible to have a pay per click marketing campaign up and running in a matter of minutes. As soon as your ad is live, it starts working for you. There is perhaps no more effective way of achieving immediate results than by way of pay per click advertising.
Ability to make real time changes for improved results. By using analytics metrics offered by your pay per click provider, you can ascertain the most and least effective parts of your advertisements, and tweak them as you go in order to improve your results. This is a great advantage over other marketing mediums, as you can’t exactly change a print ad or website design that quickly and easily.
Control over budget. You can also change your pay per click budget as you go. It may be nearly impossible to know how much you will have to spend to get the results you want when you first begin running a pay per click ad, so providers allow you to revise things like bid amount, budget limitations, and pricing model while the ad is running, until you get it right.
Choosing a Pay Per Click Provider
It is impossible to say that one pay per click provider is better than another. Each has its own set of strengths and weaknesses, and your individual needs and circumstances will determine which is the right pick for you. Need some help choosing a pay per click provider? Here are some factors for you to consider:
What do you want to accomplish? If you are trying to sell a specific product or service with your ad (by driving traffic to your website), then search engine ads may be best for that purpose; however, if getting a message across or strengthening your brand is your primary objective, you should consider social media ads.
Who is your target market? As previously mentioned, each pay per click provider allows you the opportunity to target your ads to a segment of the population, based on a number of different factors. Some providers allow for more specific targeting than others. Consider your target market and which forum you are most likely to find that audience in.
What is your budget? Most pay per click providers charge per click on a bid basis, so you need to take into account the strength of your bid dollar with each provider. Also, consider the budgeting options you have with each provider; for example, do they allow you to choose between a per day budget and a per campaign budget?
How experienced are you at pay per click advertising? Remember that there is a number of pay per click providers out there – including search engine, social media, and independent website pay per click – and each one has its own user interface for account set up, ad creation, and campaign monitoring. While anyone can set up a pay per click campaign rather easily using these interfaces, creating ads that are effective is something different altogether. You will need to be knowledgeable and proficient with your chosen provider’s user interface in order to create the most effective campaigns possible.