Pay-Per-Click: is it for you?June 5th, 2012
It’s the dream of most websites – volumes of traffic seeking your product or service. At Dinkum, we use a variety of techniques to drive visitors in your direction and one of the tools we’re getting some great results with is Google Adwords and other Pay-Per-Click (PPC) strategies. This is why:-
Price: Compared with other online advertising initiatives, Adwords is much cheaper. You don’t have to break the bank getting a campaign underway.
Instant Traffic: With PPC, you have the ability to drive traffic to your website instantly. It can take less than an hour to set up your first campaign.
Ability to localize traffic and target niche markets: If you sell unique products or have a specific target market, Adwords allows you to target your visitors by demographic and location down to area code. You can even target users based on their interests and other websites they visit.
Instantly change, test, and activate new marketing campaigns: Making changes to offline marketing efforts can take a long time to get up and running. With PPC engines, you can start, stop and change new campaigns within minutes.
Track all campaigns from start to finish: Google Adwords has excellent tracking and can even work in conjunction with Google Analytics. With these tools, you can track a conversion on every level from start to finish.
Levels the playing field with your competitors: You can advertise against your top competitors. With PPC, the highest bid wins the top placement.
Adds value to your brand: When visitors see your ad at the top of their search engine page, it gives an impression of popularity. This adds more value to your brand and increases the likelihood of a click.
If you want to try it out, establish some firm goals. Know what you want to get out of the campaign before you start. There’s no use turning on a campaign and letting it run for no reason. Determine your goals, and monitor activity on a daily, weekly, or monthly basis and optimize the campaign until you see results.
Relevancy is key. Be sure to do comprehensive keyword research and create solid, relevant ads that pertain to your keywords. The more relevant and specific you are, the more qualified traffic you will get to your site.
Know what goes on after the click. What happens once visitors click through to your site? Are you sending them to the appropriate landing page? Are they seeing content that’s relevant to their search query? Make use of your analytics to determine how long they stay and interact with your site.
PPC isn’t for every small business, but we’ve seem some excellent results in our campaigns. It represents an affordable, accessible way to increase specific traffic to your site – the traffic more likely to convert.