Pay Per Click, or PPC, marketing is perhaps the most effective alternative to Search Engine Optimisation (SEO) and a proven way of driving targeted traffic to your website. When implemented correctly, PPC can result in higher traffic and greater revenue, but if done wrong, a campaign can result in disaster for your bottom line. For this reason, Pay Per Click Management is essential.
Every business in Edinburgh, whether online or not, shares a common goal: customers. Business owners want to attract as many visitors to their brand as possible and get as many of them as possible through the checkout. When doing business online, the best way to attract customers is by appearing prominently on the search engines. In that regard, PPC offers something that Search Engine Optimisation (SEO) cannot: a top ranking on the first page of Google.
PPC takes your brand and places it at the top of the search engine results related to your niche, and by top we mean before any of the organic results have been listed. What this means is that anytime a search engine user enters a query related to your niche, for example ‘plumber in Edinburgh’, your ad will show up ahead of all of the other results on the page, giving you unparalleled brand exposure and providing searchers with an easy link to the service they require.
Benefits on both sides
PPC marketing, through Google AdWords in particular, offers great benefits to both business and customer. As the business owner, your ad being displayed in relation to certain search queries means that the traffic you receive will come from people with an active interest in your products and services, and visitors that are already part way through the buying process are much more likely to convert.
For the searcher, PPC providing an advertisement on the first page of search results eliminates the need to waste time scrolling through results and provides them with access to a business in Edinburgh that offers what they need, where they need it.
The importance of PPC management
Statistics show that paid results account for 64.6% of clicks for keyword searches that imply ‘high commercial intent’; however, for a campaign to consistently receive such a high number of clicks, it must be managed correctly.
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Pay Per Click involves bidding on relevant search terms (keyword phrases) and only paying when ads are clicked on. In order to generate the best possible return on investment (ROI), ads must be created and managed correctly, otherwise you could end up spending more than you earn.
PPC management takes each one of your campaigns and analyses them in detail, studying keywords and sources (search engines), as well as how many people saw and clicked on your adverts, and whether those people bought anything from you. Landing pages must also be analysed to see which pages are effective and which are not converting – how long did people spend on your website? Did they buy as a direct result of the initial visit, or come back at a later date?
Finally, PPC management ensures that your campaigns are able to pay for themselves – the most important aspect of all.
Much like running a business, Pay Per Click is an on-going process that takes a lot of thought and careful planning to get right. Great ads require attractive and compelling copy with the right blend of highly converting keywords and phrases, which is why management services are essential.
In short, if you want your brand to distinguish itself from the many hundreds of others in Edinburgh, PPC is the way to do it.