Turn browsers into buyers
If consumers can’t find you online, it is almost for sure that they will find your competition. But with so many unqualified prospects searching online, there are two important questions that you are probably asking yourself:
* How much is it going to cost me to find the right people online?
* How can I be sure that exactly the right people are going to find me?
Pay-Per-Click (PPC) advertising is the placement of a small advert on a search engine’s results page when specific keywords are used for a search. The advertiser pays nothing to appear on the search results page – only a fee when a visitor actually clicks on the advert and is taken to the advertiser’s website. The term ‘pay-per-click means just what it says: the advertiser pays each time a visitor clicks on the advert.
How can PPC advertising help me generate the best ROI for my business?
PPC allows you to reach consumers when they are actively searching for your products or services sending qualified buyers straight to your business. Here are some of the great benefits that PPC offers:
* Your advert can appear on numerous search results pages when prospects search for things that your business offers
* Your advert can appear an infinite amount of times but you only pay when someone clicks on it allowing for a high return on investment (ROI)
* PPC is fully measurable which means that you are able to continually monitor and adapt your strategy to advertise on the search results that work best for you
Search Engine Optimisation versus Pay Per Click Advertising
|
Search Engine Optimization (SEO) |
Sponsored Search / Pay-Per-Click (PPC) |
|
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How it Works |
Your website appears in the organic search results section. |
Your website appears in the sponsored area of the search engine result page. |
|
Top Rankings Achieved in |
Weeks to Months. |
A Few Hours. |
|
Costs |
A click to your website costs nothing. |
You are charged a small fee for each click. |
|
Measuring |
Keyword and traffic performance can be tracked with an analytics program. Rankings of your site can be used to track performance. |
A diverse range of tracking tools are available depending on your needs. A few examples: Track email addresses, record calls received from clicks, ROI per click, test different landing pages. |
|
Number of Searches you May appear for |
Depend on how each search engine's algorithm views your website based on a number of criteria. |
Infinite – as many as you set up. |
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Conversion Rate |
Organic listings receive much more clicks, but searchers are most likely to be in the research phase of their search. |
Users don't click sponsored results as much, but when they do, they are more likely to have intent to purchase as they are most likely in the purchase phase of their search. |
|
ROI |
Depending on your ranking the ROI can be high especially as you aren't paying for every click. |
High depending on your advertising budget. |
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Ability to Target Local Customers |
Medium. Target local customers by optimising for keywords plus geographic keyword modifiers. |
High. Target local customers for any keyword phrase within virtually any geographic area you choose. |
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Level of Control |
Medium. Pages can be optimized for certain keywords, but the management of the conversion process is slightly less customisable because a variety of keywords bring people with different goals to the same page. |
High. Highly customisable marketing message. You manage the entire marketing message from title and URL appearing in the ad, to the landing page people arrive on to the specific call to action you want visitors to take. |
