When it comes to promoting your business and reaching out to your audience, there is a lot to consider. It would be nice to think that your product or service would be in such high demand that people will find it of their own accord. This is clearly not going to be the case though and it may be that spending money on advertising will more than pay for itself. In the online era, one of the most important and effective ways of promoting your business is through Pay Per Click (PPC) opportunities.
If you are looking for professional support in this field, there are plenty of digital marketing agencies like Moxee Marketing that can help you out. However, you shouldn’t feel overawed or put off by what PPC has to offer.
It’s not just about Google
It is easy to think that the use of a search engine is all about Google and AdWords. Google is the number one industry and very important when using PPC but it shouldn’t be your only option. Other search engines and their paid for advertising links that can be of benefit (particularly when you are promoting your business around the world) include:
• Bing – adCentre
• Yandex – Direct
• Baidu – Paid Search
The latter two are the biggest search engines in Russia and China respectively, enabling you to tap into those prominent market places of so desired.
It is not just text ads or search engine result page ads
Given that most people see advertising links at the top and at the right hand side of Google, it is easy to think that these are the only options when it comes to PPC. This is not the case and there are many more uses for PPC than just search engine result pages (SERPs). As an example, Google owns YouTube, Blogger while providing services such as Google Maps and Google News. All of these outlets can have ads created for them.
Think about YouTube and the ads that run before the video starts or run at the bottom of the video. There are ads and links on map searches and certain blogs and articles have related ads running alongside them. These are all examples of PPC and they are all examples of how you can promote your business effectively with PPC.
Biggest benefits of PPC
One of the most important benefits of PPC is that it can provide a return in a very short space of time. If you are keen to grow your business, you may not be able to wait for organic growth. This is where PPC advertising can boost your business and help you to develop your leads database in a short space of time.
Using PPC also provides you with a great level of control over your advert and where it is placed. There is also an extensive amount of analytical options provided so you can test the success or failure of every advertisement you place. If you are a big believer in tracking success or failure (and you should be), this is a brilliant opportunity for you to remain in control at all times.
It is clear that PPC is the right way forward for many businesses but there are mistakes which can hamper your success. You want to look out for these issues and aspects:
• Not logging into your account often enough and checking for changes / progress
• Poor keyword research or no keyword research
• Not optimising for the best quality score
• Overlooking traffic from mobile sources
• Not creating a successful landing page on your site
These are big mistakes that many businesses make and all of them can have an impact in not achieving the level of success you would hope from a PPC campaign. If in doubt, there are official digital marketing providers like Moxee Marketing who can help you set up a PPC campaign but there is nothing to be scared of.
Ursula Petula Barzey is a Digital Marketing Consultant and Founder of Moxee Marketing, a London based digital marketing agency.