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Paid advertising, known as PPC (Pay Per Click), can be one of the most successful forms of online advertising. PPC campaigns take two forms, text ads or graphic banners, and are placed either within a search engine’s ad network, or a privately owned website such as a local news channel website. Using online ads is a great way to present your product or service to internet users, and a tool to generate both online and offline revenue for your business.
Pay per click ads are text or banner ads displayed within a search engine’s results page when a user searches for a relative word or phrase. Good relative ads with a competitive bid are typically found at the very top of the search engine result page (SERP). When someone clicks on your ad, you get charged for that click on the ad.
PPC ads direct visitors to either a landing page or a specific page within your website. Obviously in order to make money from PPC ads, the directed page needs to convert the visitor into either making an online sale, or contacting the business by phone call or walk-in to make an offline sale. This is your return on your investment (ROI).
Look at PPC ads as billboards or store front signs you see on the road each day. PPC ads are digital. The wonderful thing about PPC ads, is that they can be analyzed, monitored, and changed 24/7.
Potential customers can be target globally, nationally, by state, all the way down to a specific zip code. If you want to target your audience living just outside a specific zip code, no problem! You can target multiple zip codes or even specify a given mile radius around that location. The possibilities are endless!
There are two reasons to use paid advertising. Both strategies have the same goal which is to drive traffic to a web page about your business product or service.
Conversion strategies are used to sell your product or service either online or offline. The ultimate goal of using PPC for conversion purposes to generate leads and make a sale. If you have an e-commerce website, this is a great way to get your new product noticed and generate a sale. If your business provides an offline service, PPC is used to generate leads ultimately creating an “in-house” conversion or sale.
Website recognition by internet users and search engines is a process called SEO. This process is tedious and can take time for search engines to crawl and recognize your website. PPC is a great inexpensive alternative to rank your website and get your business noticed now until the SEO process comes to fruition.