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The importance of PPC for SMEs
September 5, 2017
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If you work in marketing, digital marketing or you have the responsibility for marketing and promoting your business, you will no doubt have heard of PPC or pay-per-click advertising. If you’re unsure what PPC advertising is, how it works and how it can help your business to promote its services and grow, then read on below.

The internet has been a revelation for businesses, giving companies the ability to promote their offering to customers they would never have previously have made contact with. The number one way customers who don’t know your business, and even those who do, will find you online will be through using a search engine such as Google. The better designed your website, and the more optimised it is using SEO techniques, the more likely it is to rank highly in Google, being seen by a greater number of potential customers. On top of using SEO and organic techniques to promote your site, you need to think about paid digital advertising techniques, including PPC, to help grow the visibility of your search within search engine results.

How does it work?

To run a PPC advertising campaign, you pay Google a figure (that you decide upon) to promote your advert at the top of the search engine listing for a specific key search term. Once someone clicks your advert, you pay a cost-per-click figure, that Google takes from your PPC budget. Once the budget has run out, Google stops displaying your advert, until you increase your budget.

How to create a PPC campaign?

First, you need to establish the goals of your campaign so that you can measure the return on investment from the money you spend. By setting clear objectives, you’ll be able to justify the costs you’ve spent on your PPC adverts and adjust spend according to the ads that have generated the most return for you. Some things to consider when setting PPC goals include: who are you targeting with your campaign? What do you want your campaign to encourage people to do? You also need to ensure you’re measuring your PPC by setting up your URLs to analyse paid traffic. Also, a highly effective way to utilise your PPC ads is to make them as targeted as possible. Google gives you targeting features including, gender, demographic, geography, type of device your users use and so on. The more specific you are about who you want your adverts to reach, and through what means, the more likely you are to find and convert the right people.

For more information about how PPC advertising can assist you in raising awareness of your business and help you achieve your goals, contact DPOM today on 01754 252 480.

Rebecca Walker
Rebecca Walker
Hi, I'm Rebecca! I work in the social media department. Alongside an extraordinary team, I help businesses of all sizes achieve their goals. I am looking forward to building strong relationships with my clients and developing their online presence.
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