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Published September 27th, 2016 by

Why Your Business Needs a Paid Search Marketing Program

Why Your Business Needs a Paid Search Marketing Program

Search marketing or search engine marketing (SEM) is a form of online marketing strategy that is utilized to promote and increase the visibility of a company page of a website on the internet through a paid advertising program. It is a part of a variety of online marketing programs that businesses can utilize in order to be successful in maximizing the potential of online strategies.

Search engine marketing, or SEM, incorporates search engine optimization (SEO) and pay per click (PPC) listings to come up with a comprehensive and effective online marketing campaign, which optimizes the company’s website content and ways to expose it to the internet better.

Basic Elements of Online Marketing

To veer away from becoming floored with so many ideas for online marketing, here are 10 basic elements, according to Thebalance.com, on what to focus on the variety of online marketing strategies available in the market today:

  1. An interactive, straightforward, and mobile-optimized landing page.
  2. A strong SEM and SEO.
  3. Utilize associates or an affiliation program for wider reach and have credible recommendations online.
  4. Get professional help through coaching, additional training, or expert services.
  5. Make use of email marketing.
  6. Email newsletters are still effective in updating your clients with your latest campaigns and promotions.
  7. Create high quality and informational content that is relevant to your products and services.
  8. Write press releases to create an atmosphere of formality, but still maintaining its relevancy to what your business does and what it offers.
  9. Engage your audience with contests, promotions, and events.
  10. Maintain a blog that is optimized according to search engine standards and regulations. Keep it filled with useful information that is relevant to the industry that your business is operating in. This way, your customers will always have the means to feel your online presence, and you continue to update them well.

What is PPC?

Pay per click is a part of the broad SEM wherein you pay for a spot on the web as you would normally do for an offline advertisement. It aims to increase your business’ online visibility faster than what an organic SEO can do.

Basically, PPC marketing strategies are also executed alongside this kind of paid search in order to maximize its benefits especially for revenues and lead generation. PPC marketing is optimized to support SEO and other online marketing strategies that are gaining importance for businesses nowadays.

The cost per click will depend on how much an advertiser will bid for a certain keyword to be associated with it. For example, the keyword “insurance” yielded a highest bid of $45 per click. If you are able to bid the same amount, or even outbid it, you will have the top spot in the sponsored listing, provided that you are able to implement the best practices for PPC too.

The advertiser will have to pay the bid amount multiplied by the number of times that the listing has been clicked all throughout the campaign. One of the risks in PPC campaigns is that it is usually over costs, in order to make it almost trivial; the clicks should be converted to a more actionable engagement at the customer’s end in the form of newsletter sign up or ultimately, sales.

Pay per click marketing is usually more useful over short-term marketing engagements like announcements of spot sales, introduction of a new product or releases, or certain upcoming events. It can be too costly to rely on PPC marketing services alone.

Pay Per Click Management Best Practices

The basic idea of implementing PPC is to make faster realization of traffic and visibility online. But then, it is rather a shallower perspective of the tremendous benefits that PPC can bring to your business.

As a person’s path towards purchase becomes more complex, and with the use of more devices to access the web, business will strengthen its online marketing campaigns, which include PPC.

According to entrepreneur.com, here are helpful tips to maximize the opportunities and potentials out of a PPC marketing campaign:

  1. It is important for a business, or the advertiser, to do his homework. Learning about the valuable information about its customer base, such as their preferences, channels they use, and their needs, will help in building a campaign that will be effective in driving your customers to do specific actions that are valuable to your business. In PPC’s perspective, a business should make use of keywords in order to gauge its customers based on their preferences and behaviors. To do that, an advertiser should make use of keyword research tools that uses technology applied on the data out of the internet. It effectively tracks the volume usage of certain keywords, as well as its competition levels with other keywords. Realizing this, you can know which keywords will work best with your PPC marketing campaign.
  1. Mapping out a specific set of goals will help keep your methodologies and approaches align with your goals. It can also help you optimize your PPC campaigns accordingly while being implemented.
  1. Your PPC campaigns will work well (as a local entrepreneur) if you will utilize localized marketing strategies. Location-based services on PPC will help your business realize profits faster since it will advertise to people who are within a certain radius near your establishment. By influencing your potential customers through relevant and targeted marketing, it will create a shorter time frame for decision making on their side, which will give better chances of taking action from the campaign.
  1. By including a negative keyword list, you can further refine the way users will see your business and minimize unnecessary clicks. For example, you are a shoemaker who sells a variety of shoes except winter boots. You may include the keyword “winter boots” on your negative keyword list so that people who are looking for it won’t land on your listing.
  1. An organized structure for your PPC marketing campaigns can enable its performance to be measured easily. As a tip, you may restructure your PPC campaign similar to your own website.
  1. Call to action phrases are simple yet give effective results in generating items that are specific and straightforward on establishing its purpose. Including this in your PPC campaigns can better motivate internet users to take action on your campaign.
  1. Your landing page should be relevant to the keyword that triggered it. For example, if your listing said “striped leggings,” it should land on the page that contains different kinds of striped leggings.
  1. If you don’t measure your campaigns, then, you won’t know its performance and impact on your business. Most search engine advertising platforms include free metrics tools for you to utilize in order to know which of your deployed campaigns are useful to keep, and which ones are better left discarded.
  1. Before deploying your PPC campaigns, it is best to test it first and optimize it along the way. PPC management companies run multiple testing first before fully implementing your PPC ads in order for them to finely tune it according to the prevailing market to ensure greater success.

How to Achieve the Good in PPC?

Pay per click can be your stepping stone towards a more comprehensive SEO strategy practice. It tests the effectiveness and profitability of your keywords and content. Before going full time with a PPC marketing campaign, it is important to know how to maximize its benefits by looking at the good that it brings to businesses:

  1. PPC enables businesses to re-market or re-target existing clients by being continuously visible in the search results.
  1. PPC marketing strategies are easily measurable than SEO since it only deals with keywords. These metrics include number of clicks, how many views, and how many took a specified action that you want your customers to take.
  1. PPC management companies can help track the performance of your campaigns down to keyword level through pixel tracking, which is one of the standard features of most PPC tools.
  1. PPC marketing campaigns yield results faster than SEO strategies. Traffic can come immediately upon running the PPC.
  1. PPC campaigns can be cost effective; just make sure that landing pages are optimized, and you set a working budget for it. Other online advertisements require you upfront fees with or without people seeing it. On the other hand, PPC will only yield a cost when clicked, but internet users can still see the message it conveys whether they click it or not.
  1. To make sure that your PPC advertising campaigns target the right people at the right time, a PPC management company provides you a way to see its performance in real time. Through this, one can modify or improve the campaign right away and see immediate results apply.
  1. PPC marketing campaigns can be modified to target local and global audiences.
  1. It is harder to deploy visitor management with SEO strategies, but this is possible with PPC campaigns. Since it is a paid search, it need not compete with other sites that utilize organic search management. One can only optimize its keyword building and bid a competitive cost per click amount, and you are good to go.

Do You Really Need a Paid Search Marketing Program?

As the competition both in the offline and online business world are becoming tighter, businesses should resolve to continuously stay in its commitment to evolve according to the needs of their customers. This means that it should look for more ways in order to keep up with the direction of their customer base.

Paid search marketing programs such as PPC is better left to the experts in its initial stages. Since it is costly, your business cannot afford to miss hitting the mark in utilizing it as an advantage. The top PPC management services were able to come up with some solid PPC advertising strategies where they can base your own business’ approach.

The success of any online marketing strategies (whether paid or not) can only be realized through continuous learning and experience, using the right tools, and finding the right expert partners. In PPC, getting PPC management services might be the best choice for most, especially when a business is just starting its campaign.

To get to know more about the who’s in PPC management services and the feedback they got from their past and present clients, check out CrowdReviews.com’s reviews about PPC management services.

Jeev Trika

Jeev is an executive leader with successful experience building research portals which recommend the best products and services in various highly competitive verticals.

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