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As mentioned in previous blog posts, boosting their web presence should be a key priority for any small to medium-sized business. Whether a business’ customers are in the younger or older demographic, there is a consistent trend toward greater internet usage for all age groups.
One may consider pay-per-click marketing then, or PPC, as being a key source to boost his or her business’ web presence. Compared to PPC, there are several advantages including the fact that businesses can have complete control and near-instant traffic in terms of engaging potential customers. Moreover, PPC doesn’t rely on the same algorithms that SEO hopes to utilize to boost traffic to a website.
Three pay-per-click platforms include Facebook, Yahoo! Bing Network, and of course, Google Adwords. The most popular of these options by far is Google Adwords, as it remains the dominant search engine (Google controls 67% of the search market share) of choice and businesses can move to the top of it’s ads provided that they are able to pay the money.
It’s important to note too, that PPC campaigns rely on utilizing and testing different targeting and messaging methods. Entrepreneur Magazine offers four pieces of advice: (1) Send a visitor to the exact page that is trying to be conveyed in the PPC message versus the homepage; (2) “avoid running PPC ads without testing them first…That way, you can determine which specific wording leads to the most click throughs and on-site conversions.”; (3) Set your ad to utilize specific words or phrases related to a business rather than having broad keywords for ads; (4) Consider adding negative words to searches such as ‘dui’ if a business owner is trying to promote a firm that handles criminal defense issues.
Finally, PPC runs the risk of having high costs. As Entrepreneur notes, “PPC can be very costly if the campaign is not set up properly, and it can result in a depleted budget with little to nothing to show from it.”
More often than not, a business owner may have utilizing PPC on his or her own needs. Hiring staff or investing in the right software programs and research tools may require funds that one may not be able to acquire quickly or easily from a back.
Capital Solutions can provide quick capital for businesses that want to boost their web presence. For more information, call 1-800-901-3299 or press the Contact tab.
