93 % of forays onto the internet begin by consulting the Bings, Siris, and Googles of the webscape. When once parents used to warn their children away from too much television, the average amount of time those same parents spend on digital media such as smartphones, computers, and ipads has reached a staggering 11 hours per day. What’s more, people are integrating the information they get from these digital devices into real life, and using it to make real-world decisions. For example, 70% of consumers will visit a place if they’ve seen a local ad for it on their many digital screens. That’s two thirds of your potential local market that just decide to become inbound leads after reading your ad!
If you’re an entrepreneur of any kind, you’ve probably already figured out that the only way to cash in on the staggering utility of the internet is to have an ubiquitous, polished web presence. But what exactly does that entail? You’ve already had your niece set up the online shop with the cool graphics, but it, like a lot of web content, is buried in the, well, web! What good is a media budget and a website if no one visits it?
During this rhetorical exercise, we’re hoping you’ve found the key. The next step after building a good online shop or ad for your store is to get as many people as possible to see it. One way to do this is via pay per click management.
Wait, what is ppc management?
Pay per click management is a specialized online advertising strategy where advertisers like you can pay sites and search engines to host your ad. It’s called ppc management because the host site charges you for every click onto your ad from their site.
How do I decide which website or engine to host my ad? What is ppc management strategy like and how do I pick the best one?
Should you choose to start generating ppc ads, a ppc analyst will most likely consult with you about key words. When you ask yourself “what is ppc management and how can it help me,” you will almost always need to start with a keyword bank and go from there. So for example, if you are a florist, keywords will include “flower, bouquet, wedding, funeral, the name of your location, roses, bouqet deals,” etc.
Once you understand the keywords most relevant to your business, you’ll have a better idea of which websites to invest ad space in. You’ll also give the ppc experts you’re consulting with a powerful search engine optimization tool — keyword density targets. By writing sponsored content for your website, a ppc agency can work with search engine algorithms so that your site or ad comes up as high as possible in search returns when consumers search for those same key words. This technique is so powerful that a recent survey of retailers who invested in the practice revealed that 85% of them thought this was the most important marketing tactic available to them.
Of course, a more obvious temptation of ppc management is simply this: you literally get exactly what you pay for, and what you’re paying for amounts to tangible outcomes. No ifs, ands, or buts about it.
