If you are a marketer, you are probably quite familiar with the “Great Marketing Debate”: Traditional Marketing vs. Internet Marketing. In today’s connected world, Internet marketing is becoming quite traditional for companies worldwide. What many do not realize is the various endeavors included under the umbrella of Internet Marketing. Of course, “SEO” is commonly known, but there are other important tactics that can assist in helping your customers find you on the web. This includes the management of a Pay Per Click (PPC) Ad Campaign.
So what exactly is a Pay Per Click Campaign?
Have you ever noticed those special listings at the top, and along the right-hand side of the screen, when you do an Internet search (circled in red in the image above)? These promoted ads are PPC ads, which have been targeted to specific keywords and geographical areas. Jamie Bargfeldt, the Lead Pay-Per-Click Account Manager at RYNO Strategic Solutions explains it like this:
“PPC is great online marketing tool no matter if your strategy is to gain brand awareness or conversions. To set up a campaign, we implement a list of keywords that are relevant to your business or product. When a user enters a search query into the search engine that matches your keywords, your ad could be eligible to show. You can choose to pay per click, or pay per impression (every time your ad shows) depending on what your goals are.”
Why should your company be doing a PPC Ad Campaign?
There are a number of benefits associated with PPC campaigns, the most important being the fact that you are ensured a listing at the top of the page. Think of PPC as SEO on steroids—there is no waiting for the search engine to crawl your website and use its ever-changing algorithm to rank your site. You have instant gratification of obtaining your desired result. Having your company’s website listed at the top of the page is prime real estate, and is a great way to increase local search traffic, as you can direct your ads toward specific geographic areas. In addition, this option is affordable and gives you the opportunity to manage the budget and control how much you spend.
Internet searches are the new Yellow Pages. If you are a local business looking to reach customers in your area, PPC campaigns are an easy and effective way to do so. Unfortunately, doing the keyword research, managing, and measuring a campaign can be time consuming. Luckily, there are companies that have teams devoted to this very task, with the knowledge and experience to deliver successful campaign results. Jamie recommends leaving campaign management to the pros.
“At RYNO, we have the experience to make your campaign a success. We have a working knowledge of Google’s best practices, allowing us to skip the experimental phase of a campaign and ultimately saving you time and money. There are many parts of a PPC campaign, and we know how to bring them together to deliver the ultimate results that you desire.”