subject: Why You Should Invest In Ppc [print this page] Pay Per Click (PPC) Advertising is a valuable online marketing channel that can not only drive traffic to your website quickly, but can also be a great lead generation tool. PPC can be used in conjunction with Search Engine Optimisation (SEO) to ensure that a website receives traffic whilst the SEO campaign is still acquiring rankings for the website on search engines. PPC is the best way to see immediate and targeted traffic.
Basically, PPC works on a bidding system. Advertisers bid on certain keywords and key-phrases and adverts are ranked based on a number of factors. The advertiser only pays each time the advertisement is clicked. So why should you be using PPC?
Driving targeted traffic
A comprehensive and well-thought-through keyword strategy form a crucial part of a PPC campaign. PPC allows you to target specific key-phrases for which youd like your advert to appear. Since you (as the advertiser) are paying for traffic to your website, it is essential to ensure visitors convert. This brings us to the next point, the importance of targeted landing pages.
Targeted and effective landing pages
A PPC campaign allows you to control which pages you send visitors to. The page that the visitor is directed to upon clicking on the PPC ad is called the landing page. Part of ensuring decent conversions is making sure that the correct keywords and ads correspond with the correct and relevant landing page. For instance, if your advert talks about 'buying red roses' that ad should take visitors to a page where they can buy red roses, and not a page about orange daisies!
Calls to action
This may sound logical, but many websites lack proper calls to action on their pages. As a website owner, you may think a certain action is obvious, but your visitors may not. This is why its important to include clear calls to action. Tell your website visitors what you want them to do (for example, download our detailed product catalogue) to ensure that visitors convert.
A well-run PPC campaign requires a comprehensive keyword strategy, clear ad copy as well as constant management, monitoring and tweaking.
