Pay-Per-Click Advertising

Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher (typically a website owner or a network of websites) when the ad is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

Some businesses may need to have PPC to drive traffic to your website. The PPC ads are displayed based on search terms or demographic criteria specific to your business and the customers you want to attract.

Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering.

Why Consider Pay-Per-Click

Pay-Per-Click is actually a very important part of SEO. It’s a great way to test how a page will rank, and it’s a great way to harvest additional keyword phrases to consider for your organic SEO program.

Google AdWords

Probably the most popular form of PPC advertising is Google AdWords. It enables your business to post ads that appear on Google’s search results and other Google sites. Google search results ad space is extremely valuable. The keywords you choose and bid on with your AdWords campaign are used by Google when a user initiates a search. If the search words match the keywords (based on the quality and relevance of the keywords and ad campaigns), your ad will appear on the results page provided your bid is high enough.

Most of us know how powerful Google can be for business, since it is the most popular search engine. It gets massive amounts of traffic, so marketing through AdWords can be quite successful and profitable if the campaign is set up properly. The factors used in keywords determine how often your PPC ads appear. Some of these factors include:

• Relevance – PPC keyword lists, groups and ad text should be unique to finding your business. You don’t want to be paying for web traffic that has nothing to do with your business.
• Landing page quality – The Optimized landing pages with great content and a call to action
• Quality score – Google’s rating of the relevance of keywords, landing pages and PPC campaigns. Higher scores result in more clicks at lower costs.

Contact Denver SEO for Growth Today

Although PPC campaigns can be very profitable for many businesses, the time commitment to set one up and keep it driving business to your website can be formidable for small businesses with limited resources. Keywords are the groundwork for a successful campaign, and research on proper keywords is critical. In addition, it’s necessary to continuously research and modify/refine your PPC keyword list to take the most advantage of the campaign.

Denver SEO for Growth has the experience and know-how to set up and track an effective Pay-Per-Click campaign to benefit your business. The unique AdWords campaign designed specifically for your business goals will include:

• Google AdWords campaign types – Search Network, Display Network, Video, and Remarketing
• Targeting and creation of ad variations
• Creation of custom landing pages targeted to convert traffic to leads
• Targeting based on geography and keyword phrases
• 2-3 ad variations that drive traffic to a custom landing page on your website
• Reporting on campaign performance and conversion
• Identifying and executing potential banner ads on key websites