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Be first in touch with your audience, exactly when they want your sort of stuff.
Pay-per-click advertising (PPC) provides an alternative way to market products and services on search engines or websites that relate to your business. It has strengths and weaknesses, so is usually best used for particular purposes or for limited periods, as part of your marketing mix.
Your advert is displayed in a prominent position on the page, and loads only when the relevant keyword has been searched for. You pay every time someone clicks on it. The cost-per-click has been determined in a secret keyword auction: best bidder for that term gets top spot in the advertising display, and the rest follow in order beneath.
Strengths include:
It's straightforward to set up a PPC campaign to drive traffic to the website, by joining the keyword bidding.
It's easy (but more expensive) to target a number of keywords to trigger the advert's appearance.
Instant visibility, regardless of the quality of your website's content. Merely optimising the landing page might boost the conversion rate.
It's easy to target a campaign to particular locations and particular times of the day, and limit the daily budget in advance.
The effectiveness of adverts can be measured and they can be modified quickly.
Weaknesses:
Competitors cheerfully click away: you pay, and maybe disappear for the day. With a zero conversion rate.
It's easy to lose your ranking: the bidding never finishes.
Benefits are only short-term: take away the PPC and a poorly optimised website behind it remains a poor performer.
PPC may intercept intended visitors to your website, who click on the advert as a convenience that costs you.
When to use it:
For new websites, specific promotions or building brand awareness quickly
For highly competitive keywords, when getting a high ranking through organic SEO is difficult
To test the performance of keywords, to assist organic SEO
It's vital to remember that PPC adverts will usually generate traffic to your website; keep it in good shape or conversions will suffer.
The good news is that we can mount these adverts as part of an integrated campaign and do the detailed analysis. The Kalexiko-designed website behind the advert is easy for its visitors by design: a good place to land.
