The art of web design meets the science
of targeted marketing campaigns.
So, you’ve just launched your brand new website, it’s looking good and you’re ready for the clients to start rolling in. The problem is, they’re not rolling in quite as fast as you’d like and you’re not sure how to get your site working harder.
Easy to monitor and evaluate
One solution is to start a paid search marketing campaign – also known as Pay Per Click (PPC), paid listings, sponsored listings and search engine marketing. In a nutshell it’s the paid for link that appears at the top or on the right hand side of a search results page.
It works like this: As a business owner (or advertiser) you pay a certain amount of money every time someone clicks on your ad. How much you pay will depend very much on the keywords you use in your ad and how popular they are. The more competition there is for keywords the more you will have to pay if you want your ad to get precedence over one posted by a competitor. For example, a prominent PPC ad for an online travel company would probably cost a lot more than a PPC ad for a company that sells original matchbox cars – because the latter is a niche market and competition for keywords is not as fierce.
Either way, the key to success is the keywords or key phrases you use in the ad, so it’s important to do some research to get this right. It’s also essential to make sure that your copy is powerful and effective and that it persuades people to click through to your website.
If you don’t have a huge amount of money to spend on your marketing and advertising then PPC can be a great way of kick-starting your campaign and raising awareness of your website. The results are easy to monitor and evaluate and if you feel that the keywords you’ve chosen aren’t working hard enough for you, you can always change them and find out which ones do.
To sum up: a well thought out, well managed PPC campaign can improve visibility, generate traffic, create brand awareness and generate those all important enquiries when you’ve just started out or business is a bit slow.