Pay-per-click (PPC) advertising is an effective way to customize ads for a well defined target market. Many inbound marketers experiment with campaigns through Google AdWords.
Advertising through highly targeted social media sites such as Facebook and Twitter have also proven to be effective ways to generate leads. Here are ways that PPC campaign management services can help your business.
Why PPC Works
While developing successful PPC campaigns can take several months, eventually it will tell you what you need to know about your business. It's a fast and easy way to gain visibility in search engines, which help drive traffic to your website. You only pay when a user clicks your ad, which makes online advertising expenses more efficient.
The amount you pay-per-click is usually what you and publisher agree upon. Some sites are based entirely on publishing PPC ads, which offer minimal rates. Bid-based PPC allows the advertiser to compete against other advertisers in an ad network or platform that provides online auction tools. The advertiser sets a maximum amount they are willing to pay for each click. PPC can be an essential part of building brand awareness with a specific market sector.
Gaining Insight From Campaigns
The more you learn about your audience with PPC campaign management services, the more experience you will have upon which to base future marketing projections.
Some of the most aggressive online marketers use automated PPC bid management to maximize their campaigns. While it's possible to run multiple PPC campaigns at once to gauge how each customer persona responds, you can always set limits on your budgets.
Over a period of time you will learn which products and services are best promoted online. You will also learn which keyword searches deliver the most significant impressions or the most conversions.
Localized ad groups tend to generate the most amount of leads. That means using your city or neighborhood as a keyword combined with other keywords. Learning what locally relevant information attracts attention to your ads has monumental importance.
Refining a PPC Campaign
Like traditional marketing, PPC advertising does not guarantee anything, but increases the odds for attracting business. When comparing costs of acquiring new customers, PPC usually beats traditional media marketing as more cost effective. Using A/B testing, which evaluates different variables of a content marketing campaign, it's possible to focus on elements of an ad that are working and weed out elements that aren't working. Ad extensions can be useful in giving prospects deeper product information.
Not All Keywords Are The Same
One of the most important variables to test is keyword effectiveness. Choice of keywords will immediately determine how much competition you will face in your campaigns.
Popular keywords will likely create enormous competition while niche keyword phrases will allow your sponsored ad to stand out at the top of search results pages. Data on the keyword popularity can be found using Google Keyword Planner.
The most important advantage of PPC campaign management services is that it puts a marketing strategy in place that can be evaluated and refined as it reaches the target market. PPC campaigns generate a wide array of statistics that allow you to analyze your market, but all that data can also be a sea of information that requires expertise to sort through. Consult with an inbound marketing agency to develop the strongest possible PPC marketing strategy.