PPC, or Pay Per Click Advertising, is fast becoming one of the most popular and successful methods of generating new visitors to a website. Search engine wars have rendered Google the current reigning king, with approximately 70% of the market, but Yahoo/Bing (combined) are a forcing recognition by nipping at Google’s heels with a combined (approximate) 30% of the search market share.
That’s a lot of people doing a lot of searching. Combine those searches with the expanded power of Google’s Content Display Network and you have a vast opportunity to get your business information in front of people who are interested and receptive to seeing it. Add to this the power of Google Analytics to tell you who is doing what, where they are coming from and how often, and you have a solid marketing campaign that you can track, providing visual evidence of the return on your marketing investments.
Consider your print advertising budgets. Where are those ads going? How long do they last? Who sees them? Can you be sure those are dollars well spent? With PPC advertising, you can run specific campaigns, target them directly to your demographic audience and watch them to see if they are working. Not getting the response you expected? It’s digital. You can change it and immediately measure the response. Surprised at the response you’re getting? It’s digital- improve it, increase it or expand it without having to re-create anything. Digital marketing is infinitely flexible and extremely reasonable.
Further, assets developed for PPC advertising can be re-purposed for web placement in almost any area, creating a multi-purpose graphic that furthers your brand across the web and combines with other print, television and radio media to produce solid, multi-faceted campaigns. Analytic tracking, all the way down to the phone number can help you identify and justify every dollar spent on the campaign.