There are numerous pay per click advertising advantages. The key to making pay per click marketing work for your business is by determining exactly which features and strategies to take advantage of.
Drive Calls with Pay per Click
Most people think of paid search simply as a way to drive clicks to their website. These days many businesses are using pay per click to drive live calls. In fact, live call leads make up 90% of lead volume on Google AdWords for some of our clients. Check out this screenshot showing almost all calls (over 50 per week) and no form fills for a personal injury attorney:
It is possible to drive calls with pay per click advertising directly from the search engine results by setting up a Call-only campaign. A Call-only campaign allows you to show ads only on mobile search results and only gives the user the option to click-to-call from the ad. They cannot click-through to your website. This is a great option for businesses who do not have a mobile-friendly website or if calls are worth more.
Optimizing landing pages can also increase call conversion rates. On mobile devices businesses should prominently display click-to-call buttons with strong CTAs pushing the visitor to call. On computers and tablets the company phone number and CTAs pushing for calls should be visible in multiple places on the page.
Instant Ranking on Search Engine Results
One of the most enticing pay per click benefits for advertisers is it is without doubt the fastest way to drive traffic to your website. Compared to an SEO campaign, which can take months for the benefits to surface, with pay per click advertising your advertisement will appear on search results pages as soon as your pay per click campaign goes live.
Create Pay per Click Campaigns to Meet Your Business Needs
Pay per click advertising gives you the ability to design and control your campaign to meet your business needs. You can choose to create a seasonal campaign so that your pay per click advertisements only appear over a certain period. You can bid only the amount that you are willing to pay. You can also choose to target your advertisements to a particular position or pay more for certain keywords at certain times of the day or week.
Control Your Advertising Budget
Another pay per click benefit is the ability to control costs setting budgets. As a pay per click advertiser, you can decide how much you want to pay for clicks from specific keywords, devices, locations and more. You can spend more of your budget on what you know works and set up limited budget tests to try new strategies.
Pay for Clicks, Not Views
With pay per click you only pay when a potential customer clicks on your advertisement. There are no fees for placing an advertisement on the results page of a search engine. This means you will still be generating brand awareness when a person does not click on your ad, and you pay nothing for it. After a click on a pay per click advertisement, a customer may then save your site on their computer and come back to your site later. They might even forward the link to a friend, or better yet, they will fill out a contact form, call or purchase something from your site.
Pay per click advertising also allows you to target your advertisements so they only appear to qualified customers. Targeting options such as language targeting, location targeting, demographics targeting by gender and age, as well as time of the day and day of the week targeting, allow you to hone in on the audience that is most likely to turn a click into a conversion.
Pay per Click Levels the Playing Field
Pay per click also puts businesses on a level playing field. A small business has just as high a chance of winning at a keyword bid and placing high on a search engine results page as a large company when they choose keywords specific to their business goals, optimize their pay per click advertising campaigns, optimize their landing page, and take advantage of targeting tools.
While the concept and benefits of PPC may be simple, it doesn’t undermine the importance of hiring a qualified pay per click management firm. The complexities around successfully managing a pay per click advertising campaign are best handled by a professional. For some examples of where pay per click can go very wrong, take a look at these pay per click disasters.
We have been managing pay per click for well over 13 years. We’re so confident we can improve your pay per click advertising campaigns we offer a 60-day risk free trial! Don’t wait, call us at 800-645-9521 or complete the contact form below to find out how we can help you take advantage of pay per click advertising.