PPC - Pay Per Click
PPC or Pay Per Click is an one form of Online advertising where the advertisers would pay the publisher or website owner or Search Engine Companies for inclusion of their ad which will drive traffic to their website/Landing pages. PPC or SEM is one of the powerful Digital Marketing tool which can generate lot instant traffic to your website & if planned well can generate lot of relevant leads which can easily convert into business.
What is PPC ?
PPC (Pay Per Click) is a paid advertizing in internet to bring traffic to your website, where advertiser only pay the publisher when someone clicks on the advertisement. The examples of PPC are the ads that appear on the top or on right hand side of the search results or the banner ads that you see on top, bottom or on sides of any websites. There are two types of PPC, Search engine ads and Display ads.
Who should do PPC?
PPC is an integral part of Digital Marketing strategy. It can give you lot of quick business and in some cases if you do not know what you are doing, it can burn a hole in your pocket. So who should do PPC as main strategy for their Digital Marketing initiatives. Here are few companies/situations where it makes sense to go for PPC:
· Need Quick wins
· Need lot of traffic quickly to your website
· Have decent advertising budget
· Need to build brand
· To attract some traffic using keywords that you do not stand a chance to compete through SEO.
Why PPC?
PPC has one unique advantage, instant result, it is one of the Digital Marketing tool which produces the fasted results. When you search any keyword or phrase in a search engine, based on several criteria and algorithm, search engines rank you and accordingly you are placed in the search results. In order to come higher in the search results for certain keywords, you have to optimize your site, which is called SEO, which may take at least few months, in certain cases for few in demand keywords it may also take years. Contrarily to this, in PPC, if you pay (bid highest) you can come on top in few minutes. In other words, PPC is buying your way to higher ranking in the search results.
When PPC?
If you are a new company & have recently developed the website, it would take lot of time to do SEO & get ranked in the first page of the search result. This is an ideal time for an organization to consider PPC where you can get lot of traffic from day one. It also makes sense for start-ups/SME with funding (Angle/1st round), who need to quickly show some good results to qualify for the next round. PPC can give you those quick wins.
It can also make sense for large MNC which has lot of marketing budget & wants to build a brand for their existing or new product. Using display ads or remarketing/retargeting they can reach mass, economically.
How to do PPC?
In order to have a successful PPC campaign, Vaidya Consulting develops a detailed strategy for each customer which includes the budgeting , proper keyword selection, managing the bidding process, competitive analysis & careful monitoring & continuously modifying several parameters in the campaigns such that the desired results are achieved.
PPC process can be divided in to 4 parts:
1. Initial R&D & Planning
2. PPC set up
3. Management
4. Continuous improvement
In order to run a successful PPC campaign we develop & optimize the three most important components of PPC:
1) Keywords
2) Ad copies
3) Landing pages
We can build the right strategy, develop the campaigns & run them to achieve the ROI on the PPC budget.
Should you do the PPC in-house or outsource?
In a nutshell, if you have a dedicated resource who are Google Adword Certified then it is OK to do it in-house, else you should outsource. Also always look at the ROI, if you are getting significant ROI for the PPC spend then you can continue in-house else outsource. When you are a large organization with multiple products, services, geographies,….. its gets complicated & ideal way to handle this is to outsource.
Here are the advantages of outsourcing your PPC to Vaidya Consulting:
1. Generate Leads/business
2. Scalable
3. Measureable
4. Excellent analytics/ reporting
5. ROI on your PPC budget
We can provide the complete PPC service from setting up a PPC account, developing the landing page/s if necessary, to start advertising & start getting some traffic to your site, to getting the ROI from PPC campaigns. We have several satisfied clients where we have achieved the desired results (leads/conversion) with a minimum budget.
To know more about how we can help you with your PPC campaign and Digital Marketing & how you can achieve the ROI, please call us or send a email.