The last thing you want is a website that is just a fancy brochure that no one ever reads. How do you bring potential customers to your site if they don’t even know you exist?
Pay-per-click (PPC) advertising is one of the most effective ways to get the word out. Maybe you haven’t used the option before because it seemed too complicated, or you didn’t think it was something your budget could handle. Or perhaps you were using PPC as part of your inbound marketing campaign for a while, but you weren’t sure how to analyze the data you were given to keep improving your Calgary web design and performance.
Pay-Per-Click (PPC) Means Business
Websites using PPC are constantly represented on the web. Ads will immediately pop up when a search matches one of your keywords or the content on your site. From there it’s one click away to you. With Google AdWords, for example, you pay to have ads for your business displayed prominently on Google’s search pages—either at the top of the results, along the side, or in one of several other locations. Chris Penny at the Howell Penny blog says Adwords lets you get, “your message to prospective clients at the exact moment they are searching for your services.”
The cost of ads varies depending on the size of the ad, where it’s placed on the page, and various other factors such as probability of results and competitiveness of the market.
AdWords are owned by the search engine upon which they appear. So, if you use Google, you will be seeing Google ads on your search pages.
As a consumer, however, you can choose to spread your resources over the options available.SEO Defined and Simplified offers a quick look at how to determine what your site does well and where it might need improving. Having an expert Calgary web design team on your side can make all the difference.
Because it works more quickly than SEO techniques, which typically takes around six months, pay-per-click is a great way to generate traffic to your site. The immediate exposure is great for companies who have just launched a new site or site re-design or those in very competitive businesses. For more on how AdWords can help your site draw customers, read our post “Google AdWords Benefits: Calgary’s Emphasize Design”.
What to Expect From PPC
Moving forward means learning from past experience. Review your PPC statistics from previous years and set new goals for this year based on what you learned. Fine tune last year’s goals and work on continuously improving your return. By carefully monitoring your analytics, you can get as much as possible for your money. No one has as much of an advertising budget as they would like, but you still need to make it easy for quality visitors to website find your website quickly. Talk to your Calgary web design team about how you can the most out of pay-per-click this year.
- Communicate your cost per conversion targets, sales goals, and priorities to your marketing team.
- Know your audience. Who you are marketing toward determines search engine placement and other strategies you might want to use.
- Track and measure conversions, so you have a clear idea of what is working most effectively.
- Experiment with promotions. PPC can be an effective way to see what catches your target audience’s attention before you commit resources to a larger campaign.
- Think ahead. Pay-per-click can make people more aware of your brand. Find ways to build that awareness into your overall SEO strategy.
Pay-per-click is a key aspect of a well-planned inbound marketing plan, but it isn’t the only one. The experts at Emphasize Design specialize in Calgary web design that delivers website solutions for you and your customers. In addition to site design and development, we offer PPC, SEO, Social Media Marketing, Customer Relationship Management, and a full range of other services. Our team will analyze and evaluate the effectiveness of all the strategies we implement, so the numbers keep getting better. Technology has changed marketing, but the sales process remains much the same. We believe your website should be your most powerful tool to help you inform potential buyers, generate leads, and develop a relationship with your customers, so they keep coming back.
