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Clichés are like old wives’ tales. They exist for every part of life; from pregnancies and childbirth to planting trees and cooking, there are clichés everywhere. For the most part, these run-on tales are just that – tales. However, some of them can be spot on.

You might wonder what we could mean by that, considering that we are talking about marketing here. We are talking about a popularly-held business belief, which says that one never takes money without spending some before.

This might be an axiom but it holds a lot of truth.

When it comes to digital marketing, organic growth is a part of it but it’s not totally without some investment. Both money and time need to be invested to ensure you get the best pay off possible.

There are many ways you can spend money on marketing. From paying for Facebook ads to keyword optimization, you can do it even on digital platforms. Pay-per-click marketing or PPC is one of these areas.

From the moment it became a strategy in the realm of marketing, brands have been using it left, right, center. Since it requires money to start working, it is an investment. When done the right way, it holds great value for the company.

However, before you take the dive into PPC, you need to know that it is a science. And like other types of sciences, you need to be aware of the facts that go along with it. Here are some of the most common pay-per-click marketing facts:

Conversions higher than the organic

Well, the entire premise of pay-per-click advertisement is to increase website traffic to more than what it attracts organically. So it shouldn’t come as a surprise that it does that.

You get options to market a campaign, product or launch in-text ads, affiliate marketing, banner ads, etc. and pay the search engine or affiliate to promote it. Compared to the organic approach, this puts your business upfront and provides better visibility. As a result, your website has more chances of being clicked on.

It’s not just the Positive Keywords that Matter

Whether you’re a marketer or not, everybody knows what keywords are. The competitive nature of Google’s algorithms makes it so that proper optimization of relevant keywords can change the game for your website.

Of course, it takes its time to improve search engines and ranking and divert traffic to the website. However, it is certainly doable using the right tools. One of these tools is negative keywords.

As the name of the term suggests, these keywords are those that indicate what the audience doesn’t look for on your website. Knowing what people are not likely to be interested in your offerings can be just as effective as knowing your target market.

What this will do is give you the terms you should not target. This prevents your ads from being displayed on unqualified searches, saving you money. Instead of wasting money there, you can use it in places that will produce results.

Mobile ads do much Better

There is a lot of focus on mobility and wireless technology; all for a reason. Excessive use of smartphones and other wireless devices has increased the importance of having responsive websites.

Also, it’s a known fact among marketers that Google and every other search engine under the sun love mobile. In fact, they have incorporated it into their algorithms. When it comes to PPC, having a mobile-optimized site means better indexing and search engine ranks.

High click-through rates equal to lower cost-per-clicks

Click-through rates are of utmost importance in PPC marketing. They define the average rate of how frequently your ads are being clicked on. Also, these are an important part of the Google Quality Score rating system.

Good CTR scores impact the amount of money you’ll have to pay per click. The better score you have, meaning the better your ad does in terms of getting clicked, the less you will need to pay for your PPC campaign.

PPC doesn’t have to be costly

Yes, you have to pay for PPC marketing. You pay for the search engine to put your ad in more opportunistic places so more people can see it. The good news is, the price doesn’t have to be very hefty.

Draped in misinformation, there is a myth that PPC campaigns require huge cuts in the marketing budgets. And yes, you can definitely spend thousands on your PPC campaign but it’s not needed.

You can see positive results on almost all levels of budgets. The scale of those returns might be different but it’s not impossible to get higher returns on smaller investments.

Top-paid ads so significantly better

This might sound very contradictory compared to what was just written above. However, we are here to present you with the facts. And the fact is that the top ads are clicked on more frequently than the other ones.

It may cost you more but it will get you results. The way around having to spend more is to get a better quality score on Google AdWords by using proper keywords and optimizing landing pages. This may lead to better returns on the PPC marketing campaigns.

Final thoughts

All of these facts mentioned here represent an important insight into PPC marketing. By being aware of them, you have a better understanding of what a good PPC campaign requires. You’ll be well informed to make decisions that have a positive impact on your website and its ratings.

If you are ready to take on PPC marketing for your own digital marketing campaign, give Business Marketing Solutions Group a call today.

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