PPC (Pay-Per-Click Advertising)
Using only SEO in your search engine marketing strategy will produce results…but most likely gradual ones. Even the term “organic search” implies nature’s slow and steady success. In order to get the fast results you need to build a marketing campaign, your best bet is pay-per-click advertising.
Adding a Fast Lane to Your Search Engine Marketing Plan
Pay-per-click or “PPC” advertising allows you to measure, track, and quantify your marketing attempts more easily because you get immediate feedback from search engine analytics. In addition, PPC gives your website a competitive edge by allowing you to rank above organically produced search engine results.
It takes a lot of dedication, skill, and trial-and-error testing to make your return on investment worth the initial cost.
Similarly, filtering and understanding the data you’re provided is both time consuming and worthwhile. Google Analytics provides information on user behavior and demographics that SEO can’t match, leading to better marketing strategies through web development, content, and social media outlets.
How PPC Works
To put it simply, PPC allows you to pay for better spots on search engines. This strategy allows you to draw more attention from the everyday user by catching their eye right off the bat. However, the intricacies of PPC campaigns are often overwhelming to newcomers.
The basic steps involve:
- Choosing targeted keywords and corresponding audiences
- Creating engaging and “clickable” ads
- Processing the data collected
- Improving, adjusting, and adding campaigns
Much like SEO, PPC campaigns should be regularly tracked and updated to ensure you get the most out of your investment.