A quick guide to using PPC to market your company

Looking for smart advertising opportunities that will send quality traffic to your business website within your budget? Find out how PPC can help.

Right now online competition for clicks and customers is higher than every – and it doesn’t look like it’s going to change any time soon. So it’s essential you find clever, cost-effective ways to promote your business and get it in front of the right audience.

One solution many businesses find particularly helpful in attracting traffic and gaining new leads and sales is pay per click advertising (also known as PPC).

This type of advertising is also known as ‘cost per click’. And the principle behind how it works is simple. You pay the websites which display your advertisement every time someone clicks on your advert and is directed to your site. Hence the ‘pay per click’! 

Why is PPC a good advertising medium?

Pay per click (PPC) advertising is seen as a great method to generate traffic to your business website because you are essentially paying for what you get. So if no one visits your business via a certain advert, you don’t lose anything because you simply will not be paying for it.

This is great because it also means you can easily work out which advertisements are not doing well so you can either switch them off or work out how they can be improved. You can easily evaluate performance and are always just a click away from reviewing your promotion strategy.

How to use PPC to full effect

Many people worry that if they use pay per click advertising to promote their business they are just going to get a deluge of incoming traffic that is generated by the people who own the website which displays your advert. Or they’re concerned that the website owner will somehow ‘con’ them and that the hits they receive will merely be from the site owners.

However, these days you can easily access the statistics regarding your website’s incoming traffic, so it would be a good idea to base the money you pay around incoming unique visitors. And perhaps you could negotiate to pay a higher price in return for only paying for unique visitors.

Or you can keep a watchful eye out for anything that looks suspicious in order to make sure you are not getting conned by an influx of false and misleading traffic via your pay per click advertising.

The other great thing about this type of advertising rather than just paying for performance is that you will benefit from instant results. As soon as you have set up your pay per click advertising you will instantly begin to notice more people coming to view your business website.

Your advert will not take long to set up either, so there is no need for you to sit and wait around for months in order to see the benefits of this advertising method – unlike some.

In fact, its speediness is one of the main benefits pay per click advertising has over search engine optimisation campaigns, also known as SEO campaigns, and why so many companies choose to use it.

SEO campaigns can take a long time to set up and start seeing rewards, whereas PPC starts running (and sending you traffic) straight away, so your money works harder for you from the start. So if you want or need instant results for your business, then a pay-per-click advertising approach through a reputable pay-per-click management company could be the best way to go for you.

Set a limit to make sure you don’t go overboard with your PPC advertising spend

On a final note, one of the best aspects about promoting your business website through the use of pay per click advertising is that you can set a limit on how much you are willing to spend so you are in complete control.

When you use PPC for your advertising you can set an upper limit regarding the amount you want to pay per click, an essential tool when conducting paid advertising for colleges when a budget is limited. So, for example, you may set a daily limit on how much you are willing to pay per day to ensure that you do not go over this budget. This means you’ll never have a surprise bill to pay and can stay within your agreed marketing budget. 

Don’t use PPC alone

While there is no denying that PPC is a good medium for advertising your business, it does not mean that it is the only approach that you should use. PPC works best when it is combined with different strategies. This not only includes online marketing efforts, but offline efforts are still important too.

Bridging the gap and having a strategy that combines traditional and digital methods is the best recipe for success. When it comes to conventional marketing, there many solutions you can choose from.

Promotional gifts and products work well (take a look at these enamel pin ideas to get a good example of promotional products that work well). After all, people like to get things for free, and you are essentially getting other people to advertise your company with this approach.

PPC can work well – if you use it wisely

Pay per click advertising is not only an effective way to gain the desired amount of incoming traffic to your business website, but it will also save you time and money. You just need to be aware of all the different aspects involved and how to use this advertising method effectively.

It’s also highly recommended that you keep a constant eye on the different pay per click advertisements you have running, and evaluate which are performing as they should be, and which are under-performing and in need of editing or removing. However, it is also important to remember that the risk of pay per click is very low because you only pay for the traffic you receive.

So could pay per click advertising – or PPC – work for your business? The only way to really find out is to try it for yourself and see!