For instance, let’s assume that you run a restaurant. You place an ad on search engines such as Google or Bing, and everytime a person looks up for a product/service that you offer, your brand will appear above the organic results on the SERP (Search Engine Results Page) as shown below.
Click hereto learn more about Search engine result pages.
How to build a PPC campaign?
Plan your goals - Do you want to increase conversions? Sales? Brand recognition?
Increased website traffic - PPC helps you pull in traffic for your website. Yea, it doesn’t directly contribute to your ranking, but it enables you to get a better ranking in the future. How? PPC increases the overall clicks your website gets on the search engine results page. This will lead to an increase in the user activity on your site and enable you to get higher organic rankings in the future when there is no PPC campaign in place.
Greater brand recognition - The more your brand appears in the search results, the more people are likely to recognize you alongside your competitors. Not only will this help your brand increase recognition online, but also help you increase your overall revenue because consumers will visit your physical locations and make offline purchases as well.
Top spot in local search results - Let’s assume that you went out with your friends. You’re looking for a good restaurant to grab a snack. So you will search for something that goes along with “restaurants near me”. Right? Just like that, when someone looks up for a place to get a product or service that you provide, near them, your brand will appear on the top as displayed below.
Pay Per Click is fast paced and quite effective in boosting conversion rates. However, it is not the only marketing strategy/tactic that you should be considering. While PPC is extremely effective in the short-run, content and SEO is what you should focus on in the long-run. But, PPC also goes in line with other marketing channels including SEO, which would enable you to increase your organic rankings as discussed earlier.
Therefore, it is evident that PPC is indeed important for your business!
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