When opening an online business, it becomes quickly apparent how important Google is to that business’ success. According to www.internetlivestats.com, Google processes over 40,000 searches every second of the day, totaling over 1.2 trillion searches per year. That means there is a lot of potential consumers out there waiting for your service to catch their eye.
But with so many searches and over 30 trillion websites currently on Google, how can your business stand out among the competition? This is where pay-per-click (PPC) comes in. PPC is a marketing tool that allows you to push ads directly to people searching for keywords related to your product. Using PPC, you can boost traffic to your website and grow your sales accordingly.
PPC can be used to benefit your business in the following ways:
Extending Reach Into a Chosen Market Segment
So you know the market you want to target, but are having difficulties reaching that market. This is where PPC can lend you a hand. PPC allows you to target specific keywords that your potential customers are using when they search for your service.
Most people think to use PPC to target their product’s name. But if potential customers already know about your product, then organic search should be good enough for this term. Instead, you should use PPC to search more generic terms associated with your product.
If you are selling a countertop cleaner, you would use PPC to specifically target the terms “countertop cleaner” instead of your product’s name. This will allow you to better reach your targeted market segment, allowing more potential customers to find your website. You would also want to target other keywords associated with the product, such as bathroom cleaner or cleaning spray.
Using PPC in this way, you will be able to extend your reach into your chosen market segment.
Targeting a New Market Segment
Some companies end up failing because the market they are drawing from is too small to support the business. For this situation, PPC offers the perfect solution. Using PPC, it is easy to target a new market segment, especially when used on services like Facebook, which boasts a user base of 1.71 billion according to Zephoria.
For instance, by targeting your ads at a neighboring market, you can attract a whole new customer base to your business. So say your company provides dentistry to patients in the San Marcos, California area. By targeting your ads at patients in the nearby Escondido and Vista areas, you can bring new patients into your practice and increase your potential profit.
Quick and Easy Testing
While organic traffic is ultimately great for online businesses, it comes with some drawbacks. With organic traffic, it is difficult to test your website’s landing pages, as well as the site’s ability to get traffic on specific keywords.
As your ads will only come up when a potential customer searches for the keywords you bid on, you will easily be able to discern which keywords are most used by your client base. This is also a very affordable strategy, seeing as how you will only pay for the ad if it earns your website traffic.
Finding High Search Keywords
Sometimes, a company’s inability to pull online business is due to their use of the wrong keywords for their product or service. By using the wrong keyword, it is very possible that your desired market isn’t able to find your website, which could be why you’re not getting the hits required to grow your business.
This is where keyword planners come in (such as those provided by Google, Moz, and SEOBook). Using this service, you can find out which keywords potential customers are typing into their search engine of choice. Using this data, you can then create a PPC campaign that targets the correct keywords, which will work to bring in the client base you are looking for.
PPC With Voice Search In Mind
The rise of voice search is beginning to change aspects of PPC marketing. Generally, targeted keywords were two to three words long. But with voice search, keywords typically reach three to five words in length. The reason for this is that question words are being added to the equation.
When speaking to a search assistant (Siri, Alexa, or even Google), we typically begin our queries with a question word. Words like who, what, where, why, and how. These words all should be incorporated into your PPC keywords.
These longer form keywords are referred to as “long tail keywords”. These keywords are usually very specific to the targeted market, and reveal a customer who has a very good idea of what they are looking for. It is important to target these keywords, as they have a higher conversion rate than shorter, more general keywords.
Use to Support Landing Pages
Landing pages entice potential customers to make a purchase on your website. From the images to the copy itself, every piece of the page should call your customer to convert. By pushing these pages using PPC ads, you can quickly find out if your landing page has been properly optimized for the highest rate of conversions.
PPC has also proven to be the best way of getting your landing pages out to potential customers. By promoting ads of your product’s landing page to the right user base, your page can bring a lot of success to your campaign.
Count on Us to Handle Your PPC Campaign
Here at Now Media Group, we are equipped to run and manage our clients’ PPC campaigns. If you are looking to grow your website traffic, then our PPC services can provide exactly what you need.
Have questions? Feel free to contact us today to learn about our PPC services and how we can help you grow your company and product.