Pay per click marketing, simply known as PPC, can be a great way to increase brand visibility and drive traffic to your website. But like with most types of digital marketing, PPC management can be a complex undertaking. Even understanding the way PPC ads actually work can be a confusing process.
If you’ve been considering adding pay per click marketing to your strategy, it’s a good idea to learn a bit more about how this service can help your business first. Doing your research beforehand can keep you from making costly mistakes. Here are just a few of the questions we’re commonly asked about pay per click marketing.
Why Does My Competitor’s Website Show Up When I Search For My Own Business?
When conducting a preliminary web search for your own site, you might have discovered that a major competitor’s ads show up for your business name. That doesn’t happen by accident. Rather, your competitor has probably realized they stand to gain by trying to steal your customers. In so doing, they’ll show up more prominently than your own website does. If your business name is trademarked, you can actually file a complaint that will keep competitors from using your brand in their ad copy. But since that isn’t always an option, this merely highlights the need for your business to delve into PPC so you can compete.
Why Aren’t My PPC Ads Displayed At the Top of the Page?
Since 93% of online experiences begin with a search engine, it’s within your best interests to appear in a coveted position within relevant SERPs. While SEO can help with this, PPC ad placement can bolster your efforts and give you access to prime real estate within search results. However, there’s no guarantee that your ad will appear right at the top. If your ad rank is too low, you’ll have to put in some more work to ensure your ad positioning improves. That might involve making changes to your ad copy or to your keyword bids. But it’s also important to note that gaining that top spot doesn’t mean everything. Your ad might actually be more cost-effective where it is, meaning that spending the extra money to increase its position may not pay off in conversions.
Isn’t It Best If My Ads Are Shown To As Many Users As Possible?
In that same vein, it’s easy to get caught up with broad keyword targeting or where your ad physically appears on the page. But resist the urge to focus on being number one. Instead, you should zero in on other metrics, like click-through rate and conversion rate. If your ad is being shown to a lot of people but people aren’t clicking on it (or aren’t converting once they do click), it’s possible that you’re actually wasting money by trying to appeal to such a broad audience. You need to think carefully about relevance and user intent with pay per click management. Otherwise, your campaigns won’t be as successful as they could be.
Is Pay Per Click Marketing Better Than Other Online Lead Generation Services?
Pay per click marketing can be a more effective marketing tactic than other options in many situations, particularly if you’re trying to get a new business off the ground or drive traffic to your site during a specific period of time. PPC offers quick results and in-depth analytic tracking, which can provide you with valuable insight into your campaigns. That said, PPC works best when it’s combined with other forms of digital marketing (like SEO) and may not be the best option if you’re operating on a very limited budget.
Can I Handle PPC Marketing On My Own?
Technically, you can DIY your pay per click marketing. But is it recommended? Not so much. Because PPC is complicated and has to be consistently monitored, it’s often better to entrust a firm that offers PPC marketing services to handle your advertising campaigns. They’ll provide the expertise and the tools necessary to make these ads are successful, allowing you to focus on other crucial aspects of your business.
Ready to take the next step in digital marketing? We’re here to guide you through PPC and beyond. Contact Studio98 today to get started.