Pay Per Click or “PPC” is an effective advertising tactic for many businesses that want to see quick results when it comes to driving traffic to their website. This “top-of-funnel” strategy helps businesses target a specific audience, position their website in front of them, and drive more traffic to the site.
Ever wondered how those listings at the very top of your Google search get there? Google AdWords is a primary example of PPC. By bidding on keywords relevant to your business, your site may appear at the top of search results, driving more traffic there for you to convert into leads.
Another example of PPC is social media advertising in the form of paid ads. From Facebook and Instagram to Twitter, LinkedIn, and more, you can place ads in front of consumers on most social media platforms. The social networks have been collecting data from consumers for years now, which makes their targeting fairly, well, on-target! You can choose specific criteria do define the audience you want your post or ad to appear in front of. Want to target people in Milwaukee between the ages of 30 to 40 who are interested in basket weaving? We can do it!
Social media paid ads started out as a cost-effective way to maintain your connection to followers and get in front of new prospects. However, as the necessity for advertising on social networks has increased (it’s challenging to have much organic reach anymore), so has the price.
Pay Per Click vs Search Engine Optimization
Although it can be very effective, there are some challenges to PPC. First, it’s not sustainable without a continued and sometimes increased investment. The day you stop putting money into PPC is the day you stop seeing results. It can also be an expensive option, based on the competition for your keywords. However, we have a ability to find relevant keywords with good volume and reasonable prices. After all, what difference does a $20 click make when it generates a $2000+ sale. That is the power of Pay Per Click and social media paid ads.
Our recommendation is to use both!
Implement a strategic PPC strategy alongside your SEO efforts. Use PPC ads to jump start brand awareness and drive new traffic to your website, but, keep the long-game in mind. If you can decrease your PPC spend over time because you’ve gained traction with SEO, it’s a good thing. Want to discuss whether or not PPC is a good option for your business? Contact us today.