Pay-Per-Click (PPC)
What is Pay-Per-Click?
Pay-Per-Click (PPC) is an advertising model where advertisers bid on keywords to create text ads that show up on the right side of the search engine result pages. The advertiser pays only when the ad is clicked; the higher the bid, the better the placement of the ad.
Whether You Are A B2C or B2B, PPC Can Help
For a B2C company, Pay-Per-Click (PPC) is considered a direct cost of the sale. Customers make immediate decisions about whether they are going to click and buy or not. This makes it easy for a B2C company to measure and factor into the bottom line.
Pay-Per-Click for B2B companies is different. B2B is about lead generation and relationship building. You still need a human to close the sale through education and the art of persuasion. PPC can, however, be a powerful tool to generate leads and create brand awareness.
Pay-Per-Click Ads Vs SEO?
Coming up naturally using Search Engine Optimization takes time, and you can’t control your placement. Pay-Per-Click ads help you:
- Test which keywords work best to attract your ideal customer
- Use the tested keywords to optimize the content of your site and increase your ROI
- Have more control over the placement of your ads
- Cost-effectively create awareness for your brand with free impressions
- Display your ads within hours of creation
Use Landing Pages to Increase Your ROI
By creating a focused landing page that is an extension of your ad, and separate from your website, you can increase your conversion rate 10-20 times! By conversion rate, I mean whatever action you want your visitors to take; whether it's filling out a form for more information, or signing up for a free trial.
If your ad is about “Lamps" for a B2C, then your landing page should contain everything the customer would need to know about the lamps in your ad, including the price and a button to order it directly.
If your ad is about “software" for B2B, then the page should contain persuasive copy, backed up with credible resources with a button to gain more information such as a white paper to download, in exchange for some personal information like an email address or phone number.
Creating landing pages for your best keywords helps the search engines understand their importance and rewards you with higher rankings for your brand.
Pay-Per-Click Management/Landing Page Optimization
Spring Above can manage all your PPC campaigns:
- Ad creation
- Keyword research
- Landing page optimization
Spring Above Marketing, located in Burlington VT, can research the keywords for your industry, and create PPC ads with landing pages that will help your visitors take action. Call us today!
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