Is your business utilizing Pay Per Click (PPC) advertising? How can PPC ads integrate with your current Search Engine Optimization (SEO) and content strategies? When creating a PPC marketing strategy, these are just a few of the questions you should be asking.
However, with almost half of small businesses using paid ads, businesses can’t afford to overlook this strategy. What keywords are relevant to my business? What is the difference between paying for impressions and paying for clicks? In this article, we hope to help you feel confident in using PPC to help elevate your reach this year.
What is PPC?
Pay Per Click (PPC) advertising is “a paid advertising model that falls under search engine marketing (SEM). With PPC, the advertiser only pays when people interact with their ad through impressions or clicks.” (Hubspot)
However, what does it mean to pay for “clicks”? Basically, when a business pays for clicks, they pay for each time a user clicks on their specific ad. Paying for impressions simply means you pay per number of impressions. This is the number of ad views by a user. or your ad is displayed on a website.
PPC ads are great for short-term lead generation and help businesses build brand awareness faster than SEO strategies. However, PPC advertising is part of an effective SEO strategy. This is the best way to maintain long-term, organic search results.
Paid advertising will help you rise to the top in a competitive market and be seen by potential customers who may not know that you exist.– Hubspot
PPC ads are most commonly used on search engine websites but can also be used on social channels or for remarketing efforts. PPC ads can be found before all organic search results on a search engine results page.
Ads placed depend on the keywords a business bids on. Because of this, businesses need to ensure they only bid on keywords that are relevant to their business, so their ads are in front of their target audience and they see an ROI on that ad spend.
Why Should I Spend Money on PPC?
When done correctly, businesses can gain quality leads from PPC advertising, but why should you utilize this form of advertising?
Today, it is becoming more and more difficult for businesses with low domain authority to get their content in front of the right audience, no matter how effective their SEO strategy is. This is due to the increasing competitiveness of keywords.
When people search for your keywords, you know their search intent and can display the most relevant ad to your audience. This means more clicks and a greater chance of conversion.”– Laura Mittelmann, Paid Acquisition at HubSpot
Developing an ad spend and creating a PPC strategy will not only help put your business in front of the right audience, but it can also help get your business to the top of your niche market. This, in turn, will help build brand awareness, increase inbound traffic to your website and develop valuable leads for your sales team.
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Elevating Your Reach in 2020
Now that you know what Pay Per Click advertising is and how it can benefit your business, the main question is – how can you use PPC, along with an effective SEO strategy and valuable content to aid your sales team?
At Six, we offer a marketing stack with a focus on building paid and organic search engine traffic for your business. Our team strives to help B2B entrepreneurs make the most out of their paid ad budget and SEO efforts.
While we have your attention, we urge you to review how your marketing dollars are spent. If you don’t know where to start, our team of marketing professionals can provide you with the expert advice you need!