Pay-Per-Click (PPC) advertising with Google AdWords is the best way to start getting most customers for your business almost immediately. PPC enables you to focus your marketing on customers actively looking for someone to fulfill a need they have, and allows for numerous controls for great ad targeting.
AdWords works through a process where you bid on ad placement, and when a consumer makes a search online, if their search matches your criteria, your ad may be displayed at the very top of the screen – above other results – based on the results of your ad bid! If the consumer clicks on your ad which brings them to your website, you pay Google for the click.
AdWords has become a popular way of marketing and promoting products and services, especially by local businesses who serve a local customer base. However it does require some skill to properly set up and manage the campaign so that your money is only being spent on highly relevant prospects, and to ensure that you stay within your advertising budget. If you do a quick search online, you’ll find plenty of horror stories from people who found themselves with massive credit card bills for PPC traffic that didn’t result in business because the campaigns weren’t set up right.
For an AdWords (or other) PPC campaign to be effective, a number of different factors need to be considered:
- Identify core money-making services
- Keyword analysis, including long-tail keyword research
- Proper planning and development of proper advertisement campaign programs
- Developing effective ad structures that have the most appropriate keywords
- Copy-writing for the ad itself
- Ensuring a high-converting landing page with strong and effective copy
- Developing and implementing effective bid strategies
- Active management and campaign analysis for optimization of both PPC and on-site components
You see, while it’s possible to just go through the set up of PPC once and forget about it, that’s a great way to lose a lot of money. It’s imperative that you actively manage the campaign and ensure that you’re spending your money on the right clicks, and that once they make it to your website, that it converts them into a customer.