Pay Per Click Advertising

Pay-Per-Click Advertising


Effectively Performing SEM

How To Effectively Perform Search Engine Marketing

Effective PPC Advertising

Whether using Google Ads, Facebook ads, or any PPC (pay-per-click) campaign, one thing for certain is that in this day and age, if you don’t advertise online, you can get left behind. Any proper marketing budget will include some form of SEM (Search Engine Marketing) to help your company get the results it wants. When it comes to pay-per-click though, it’s often not used effectively. In fact, it’s either overused, or completely under-utilized. That’s because like most marketing expenditures, many businesses, especially small businesses, use things reactively, rather than proactively.

In essence, there is a sales slowdown for the company, cash flow is low, so the business owner decides to throw a certain amount of dollars towards various marketing techniques that they heard works. They don’t take the time to properly review or research, and instead manually configure a PPC campaign and jump right in. What is often discovered is that there is little or no return on investment. They adjust their budget, and may see some return, but the costs are high, and they think that’s the way it is. The problem is, they don’t have the experience to properly setup a campaign effectively in the first place. However, this is something that can be remedied with a little time and patience.

You have a few options that can help you move in the right direction:

Training. Many websites offer free guides and training to use their services. For example, Google offers Google Academy for Ads to learn more about using their services. This is a great tool to learn more about advertising on Google, directly from the source. Do some searches for free training. You can often find a plethora of information that will help you take a step in the right direction.

Digital Marketing Agencies: Some professional digital marketing agencies will have fixed or variable pricing structures to help manage your campaign. You might think by paying a third party for services, you are actually paying more, but in fact, a professional digital marketer has the experience to avoid the same pitfalls their clients’ make, and can often save money by correctly configuring the ads and effectively utilizing the budget provided by the client. Just make sure you use a reputable company.

When paying for any pay-per-click campaign, always think of it as a supplement to organic search and proper search engine optimization. Ultimately, you want people that search the internet for your product or service, to find your company. This isn’t always about paying for ads. Instead, an SEO company will focus on building your organic search rank, while using advertising to supplement search terms which are not ranking well. For example, if you are a medical office seeking to grow your business, you would want to focus on building your organic rank first, and while doing this, you would target your ideal demographic with specific keywords using a PPC campaign. This is a great way to grow your business while you build up your search ranking organically. This is also good during certain seasons (such as a retailer paying for advertising during a popular shopping season to help boost sales.

Whatever you do, just make sure when you start doing any pay-per-click campaign, you understand what it is you are paying for, and make sure you are doing it effectively. You don’t need a professional if you have the time and patience to learn to do it yourself. However, you need to be prepared to spend a lot of time understanding all the ins-and-outs of search engine marketing and online advertising so you don’t spend more time trying to figure out why you spent through your budget without the sales growth you intended.


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