A great website is useless without traffic, and more importantly, qualified traffic that converts visitors into customers. This is where search engine optimization (SEO) and pay-per-click (PPC) come into play. PPC works hand in hand with SEO, driving visitors to your website through paid advertisements placed strategically around the ‘organic’ search results for specific keywords.
PPC stands for pay per click, a form of online marketing where advertisers pay a fee each time one of their ads is clicked. Its a way of buying visits to your site, rather than attempting to “earn” visits organically through SEO means. The amount you spend on clicks is far outweighed by the revenue you’ll gain once visitors arrive at your website. Pay per per click is therefore a great return on investment. Producing a successful PPC campaign is dependent on discovering these high-value keywords.
PPC is instant gratification in terms of you pick a keyword, set a bid, write an ad, and then see results right away. PPC also offers an ever expanding set of features giving you many opportunities to sell more products or services.
Target the right keywords
In order to drive more traffic to your site, you can bid on keywords that relate to your site’s content and display text ads on the results pages when someone searches on those keywords. Bid cost is determined by how competitive a keyword is, so you want to find the less competitive, less expensive but yet highly relevant keywords. When visitors click on your ads, you pay the amount that you’ve bid on the keyword. This process is known as pay per click advertising.
To get the most benefit out of your pay-per-click (PPC) advertising campaign, you need to choose your keywords wisely. Just as in SEO, long-tail keywords can bring in a highly relevant audience, and these keywords usually don’t have too much competition from other businesses. Competition drives up the cost of Adwords campaigns, as the amount you pay per click depends on the popularity of the keyword your ad is targeting.
Who Clicks on Ads?
Although people always claim to “never click on those ads” they invariably do. Users who arrive at a website from sponsored links are more likely to buy than those who came from clicking on an organic link. Typically, within hours of starting your campaign, you can expect increased traffic to your website. It takes time to develop an effective SEO strategy and search engines are continuously changing the rules. PPC however has immediate results. The sooner people can find you, the sooner you will see positive results in your return on investment (ROI).
Research shows that 45% of people couldn’t identify paid ads on the search engine page, if there wasn’t a right column. Consumers and other search engines use consumer data to personalise search results and return results based on user information gathered from cookies, previous searches, location, domain and social profiles.
PPC gives practices control over their advertising platform. Advertisers can monitor how much spend and what keywords did and did not trigger traffic to the website. At the end of the day search engines want users to click on your ads, so they will serve up your ads to consumers most likely to click on them.
Location Based Ads
PPC enables practices to show their ads to consumers in specific areas by using location/geo-targeting and location exclusions.
Being able to keep your keyword research organised truly pays off when it comes to PPC. By grouping keywords into a logical hierarchy, you’re preparing yourself for ad group creation. This makes creating PPC ads much easier because you’re writing text that applies to all related terms simultaneously. Search engines also take notice when the keywords in your PPC ad groups are closely related to one another.
By grouping keywords into small themed segments and bidding on relevant keywords, you can expect many valuable PPC benefits including lower bid costs over time for your key term, a higher quality score, better search engine rankings and a higher PPC click-through rate.
A paid ad campaign can provide useful data about the best keywords to target for your site, which you can then use in your SEO campaign. Incorporating both SEO and PPC into your marketing strategy can maximize inbound search traffic.
If you would like any further information then give the Dental Design team a call on: 01202677277.