Pay per click advertising - 4 Facts Every Business Owner Should Know

 Pay Per Click Advertising - 4 Facts Every Business Owner Should Know

Every business owner wants to grow their website visits and convert users into customers. So the question is what are you currently doing to drive visits to your website?

You may be focusing on;

• Offline marketing such as; newspaper advertising

or

• Online marketing such as search engine optimization to drive visits to your website.

The type of marketing you select will always depend on your current business situation. But, the key is to adopt an integrated marketing approach. Pay per click advertising needs to form part of this approach. Pay Per Click (PPC) advertising is a fantastic way to drive new and existing visitors to your website.

Not sure what PPC advertising is? 

Wordstream defines PPC advertising as; 

"a model of internet marketing in which advertisers pay a fee each time one of their ads are clicked on."

Check out these 4 interesting facts about pay per click advertising:

Interesting fact 1 - Keywords drive paid search advertising:

According to Internet Live Today, Google processes over 40,000 search queries every second. With this in mind, It's important you attract the right customer to your website.

So, the first step in Pay per click advertising is keyword research. This exercise helps you to understand what your target audience is searching for. The other thing to bear in mind is the way people search for items on their desktop vs when they are "on the go" will be different. So, its also important to incorporate mobile -intent keywords.

Are you new to keyword research? There are free tools such as; Google Keyword planner or Moz Word Keyword Explorer to identify what terms are popular.

Moz also has great Keyword Research Beginners guide to help.

Interesting fact 2 - Pay per click advertising converts higher than organic (organic) traffic

There's been a debate going on for years about whether PPC or SEO is better. As you may of gathered from my previous content, I'm a big fan of SEO and organic search, but both channels are extremely effective. According to research published by Fortune3, 19% of businesses achieved a higher ROI when using Google Adwords.

The truth is, your business circumstances will depend on the channel effectiveness. When launching a new business, PPC advertising does help to rank your business quickly in the search engines, so when deciding which channels you are going to use to drive hits to your website, bare this in mind.

Interesting Fact 3 - Negative keywords matter

When creating a PPC campaign, understanding who you should not be targeting is equally as important as who you want to target. This is where negative keywords come in.

Vertical Rail defines negative keywords as "a word or phrase that will prevent your advert from being triggered if used in the search term." Negative keywords allow you remove any traffic that you do not want coming to your website.

If you are new to Negative keywords, Wordstream has created a Beginners guide. Also, Check out Google's support page for creating negative keywords.

Interesting fact 4 - Mobile devices take up over half of the overall search clicks

With 80% of people not leaving home without their mobile, its no surprise that in 2017, 50.3% of web traffic worldwide was generated through mobile phones. (source: Smart Insights).

With people on the go, mobile PPC advertising is the perfect way to capture your target audience and encourage them to call your business through call extensions. You can't afford to miss out on these potential customers. So you need to consider creating a mobile PPC strategy. Check out this useful document by Wordstream to get you started. alternatively read my latest blog post on 7 free resources for developing your understanding of PPC.

Thanks for tuning in again and have a great week. 

Would be great to hear your thoughts too.