PPC is generally compared to SEO on a cost and performance basis, but contrasting the two may not always be the best choice. Both offer many advantages, but are also beneficial in different situations. SEO tends to take a long time to succeed with, just because of the slow process through which organic rankings are accrued.
While PPC is more costly than SEO, it takes much less time to work, and is always a safe bet for businesses looking for quick results.
To start with PPC advertising, you need to set aside a dedicated marketing budget, which will be used completely for cultivating the efficiency of your ads and website. You should also look to what your competitors are doing, as you can learn greatly from the successes or failures of their own PPC campaigns. Your competitors may be investing large numbers of funding into online advertising, signifying that it’s about time to do so yourself, and boost your sales.
If you’ve decided to go ahead with PPC advertising (and you really should), take a look at the many features that come along with it, as they can all be helpful in building an effective campaign.
Click to Call: Mobile devices have pushed this feature to the top of the popular list, making it easier than ever for consumers to contact you directly from the search results. These ads show all the information of a traditional ad, but also feature a button that leads users directly to their phone app. This means calling your business is only a click away, and allows consumers to quickly ask you questions and inquire about products.
Chat Ads: These are similar to call ads, but instead allow the consumer to chat with you. This may be through your dedicated platform, through a monitored text messaging service, or even through apps such as Facebook Messenger or WhatsApp.
Product Listing Ads: These ads feature pictures of products that you offer, and would resemble the kind of listing that you may see on an online e-commerce site. These advertisements are great for promoting specific products, especially if you know that consumers are likely to search for them.
Bottom Page Ads: Businesses tend to fight over the top advertising spots as these are the likeliest to be noticed and clicked, since consumers believe them to be the most relevant. But what few people realize is that there are also ads on the bottom of the page, which cost much less to secure. Although consumers aren’t as likely as to see or notice these ads, this is a great option nonetheless if the top spots are out of your price range.
Social Ad Extension: If you’re looking to integrate with social media sites such as Facebook, Twitter, or Google Plus, this extension will show who has liked your site right next to the ad. For consumers who want something popular or trending, this might just be the extra push that gets them to click.
Remarketing: This is perhaps one of the greatest PPC features, as it allows you to follow consumers around the internet from website to website. If someone has visited your site, these ads will show up on any other PPC capable websites that they visit, displaying your ad in some available position. This makes it impossible for them to forget about your business, and increases the likelihood of them completing a purchase.
Local Extensions: If your business is local, or specializes in local sales, this extension will help local consumers find you faster. It displays your telephone and address, and displays primarily to those in your selected geographic locations. It will also allow consumers to click on the address or phone number, taking them directly to the applicable application.
Metrics: More important than any other feature, is that PPC allows you to track absolutely everything about how your campaign is going, whether it’s succeeding or not, and what areas you need to improve on. It can show you what return you’re getting on your investment, and through Google AdWords, you can adjust whatever’s necessary to get your campaign performing the way it should be. This lets you base your work on real information, and not just guesswork.
Unlike SEO, once your PPC campaign is optimized and properly running, you can sit back and watch the conversions grow. You’ll see a greater number of website visits, a higher number of sales, and the name of your brand growing on the internet. All of this from one campaign is pretty good by any standards.
The more effort you put into it, the more return you’ll receive!
Give us a call today to see how the Rush Ventures can help you!