Staying Relevant on the Search Engine with PPC Strategies

Search engines are like the magic oracle on our screens, with answers to all the questions of the world. A lot of these questions are by avid shoppers and people looking for services. Business owners and marketing professionals all know the significance of this algorithm-run magic oracle. We all want our businesses to be the first listings on the search engine search results.

Get Sales through Your Website

It all starts with your business website. Are you fully optimizing your website so it shows up on search engines? In simple words, your website is assigned a rank based on several factors which include relevant, content and links. If you optimize all these factors, your website rank will increase which results in higher ranks on the search engine. Higher ranks result in more visibility, which means more people see your listings and ads. That, in turn, increases the number of clicks which can mean more conversions. And that is how you can increase revenue with a better search engine presence.

PPC – A Simple Explanation

The pay-per-click model of search engine marketing is one of the most proven and widespread strategies. PPC, as it is commonly referred to, is an easily traceable model with comprehensive data available for every instance of your listing being clicked or looked at. Here is a simple demonstration of how PPC works – you make a listing or ad which shows up in the search engine results when someone types a specific query. If the web user clicks on it, he or she is taken to your website. You are essentially paying for each click, hence the rather self-explanatory term.

Understanding Keywords

When you get deeper into the PPC model you will see the terms ‘keywords’ and ‘search queries’ thrown about a lot. These refer to the words or phrase that a prospective customer would type into the search engine. Let us say you have a pizza delivery service to advertise in your local area. If you set up a PPC campaign on Google, you would bid a certain amount for the word ‘pizza’ which is what a person who is looking for pizza would normally type. If a hungry person types pizza on Google, your ad would pop up on his or her screen. Its ranking would be based on your bid, compared to competitors in your area. If the searcher clicks on your ad, you pay for that click and hopefully end up making a profit when he or she orders a ‘pepperoni-large’ on your website.

Why PPC?

PPC brings in customers who are actively looking for your products or services. It also helps you compete better as you can quicken your website visibility with a smart strategy and a little budget. Many small businesses rely on SEO for their online traction. SEO growth is organic and slow. For commercial enterprises, it is important that they augment their SEO strategy with pay-per-click. Running a business is not easy; you do not want to wait too long for visibility.

An Essential Online Strategy

Pay-per-click is not as simple in a real-life scenario. Search engines have a big focus on customer experience. Websites are scored on many factors and there is a lot of data that needs to be analysed to ensure a good rank. The nature of the business, geographic scale, social demographics and competition also results in the need for flexible strategies. Many business owners start a PPC campaign in-house but eventually run out of time to closely monitor performance and sales data. Therefore it is very important that you understand the nuances of PPC management strategies and analytics.

Analyse Your Sales Potential with PPC

What time of the day are you getting the most clicks? Are your customers young or old? Which neighbourhoods or districts are they coming from? Which product is the most popular? These are just some of the questions that can be answered from a detailed PPC report. Such precious information can help you strategize your marketing policy in a more targeted manner.

Navigating the Google Sea

Hopping on to the PPC wagon means you will need to get familiar with platforms like Google AdWords. Think of it as the dashboard which helps you propel your business on the Google Search Engine. You will also need to have a feasible budget – one that ensures you show up high on the search page while also allowing good space for profit if there is a conversion.

Having a strong online presence is no longer just an option. Whether you are a local area provider or you sell nationwide, you are more likely to be discovered on a search engine rather than any other medium. Start a search engine marketing strategy. Stay in the game and prosper.

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