Pay per click (PPC) is paid online advertising. You show a brief ad and you pay every time someone clicks on it. Search engine advertising is one of the most common forms of PPC. You have probably already noticed the pay per click ads on top and right side of Google, Bing or Yahoo search result pages.
Is Pay Per Click the same as SEO?
PPC is different than SEO
. SEO is a long term approach to improve the number of times searchers find your business based on specific keywords by improving your search result rankings. With PPC
, you are buying visits to your website. PPC can be a great way to get visitors to your website. However, if a Pay Per Click campaign isn’t setup properly or well managed, it can be risky; it can cost you a fortune and not provide any financial return. Wave UC offers both SEO
and Pay Per Click Management
for small businesses.
A few years ago, users were not very familiar with ads on Google. The ads used to be shown in a bolder way with a darker background. After users started to understand that those top links had a different displayed, not because of high quality content, but because they were paying to be there, Google started displaying them in a more discrete way. Now, they almost blend with organic results.
How do pay per click campaigns work?
You can create your own ad. Google AdWords is one of the most popular pay per click advertising systems. AdWords allows businesses to create ads that will show on Google’s search engine and other websites that display Google ads. Businesses have to set a bid on keywords and pay for each click on their ads. When users start a search, Google chooses the best match that relate to the keywords searched to appear on the page. They are chosen based on several factors: quality and relevance of the keywords AND amount of the keyword bids.
Pay Per Click Pros and Cons
Whenever the PPC ad is clicked, the visitor is sent to the website and the ad owner pays the search engine a fee. If your pay per click ad is designed well and your landing page is optimized to convert the incoming traffic, the fee is trivial since the visit is worth more than what you pay for it. In other words, if you pay $5 for a click, but the click results in a $200 sale, then you made a large profit. Keep in mind that with Google Adwords, the price per click bid can be expensive due to high competition in the market. Years ago, a fair bid for an attorney’s specific ad, for example, used to be around $10 per click. Nowadays, with the increase in ad competition, we’ve seen bids reach $100 or more per click. That is why we work with you to evaluate when it is a good marketing strategy to use a Pay Per Click Campaign. There are other PPC networks that may be a better fit for your business, depending on your target market. If you are focused on a B2C (business to consumer) market, Facebook may be the perfect channel for your business. We will cover how Facebook ads work in a later post. For now, we want to show you the pro’s and con’s of PPC advertising:
Pay Per Click (PPC) Advertising for Small Businesses
There are many factors when considering if Pay-Per-Click (PPC)
is right for your small business. Unlike industry leaders with huge marketing departments, small businesses typically have a more limited budget and less time. Do you have a new product or service to offer? That is a perfect situation to invest in PPC advertising. However, PPC ads won’t help you if you do not have a very appealing landing page on your website. A proper landing page
should enhance the ad posted on Google or Facebook. Your goal is not the click – it is the conversion. You want the user to click and buy, submit a request, or call you to schedule an appointment. Wave UC offers Pay per Click Management.
We develop and manage online marketing campaigns for your business.
If you are looking for a long term online marketing strategy, SEO is your best option
. With a flat monthly fee, you will have a well designed website and will receive a monthly analysis report of your website performance and results of search engine searches. SEO
starts on-page and expands to local SEO. Wave UC
offers both on-page and external SEO in our SEO package
. Different than Pay Per Click
, the process takes a period of time to reach the top organic search results. SEO can deliver a solid return in the long run. Both PPC
can be beneficial for small businesses, if performed correctly. The best solution is to utilize both techniques where they are best suited and analyze the results to drive next steps. Wave UC can work with you to manage all of your online marketing campaigns. Contact Wave UC today to get started