I think that it is more than fair to say that the world of advertising has changed a lot in the past few decades. For a long time, placing adverts in local newspapers was one of the most effective ways to garner attention for a company or brand. However, looking at the present and the future, it is quite different.
Honestly, the king of advertising is definitely the internet. Sure, we do see commercials still, but it is hard to argue that they are as impactful today as they were even ten years ago. The fact of the matter is that more and more people are spending inordinate amounts of time online, and brands need to adjust their strategies to appeal to this new age.
This raises the question, though: what changes can we make? What new techniques can we apply? There are a few different answers, but it can mostly be boiled down to SEO: search engine optimization. To learn more about that and how it relates to PPC marketing, stick around!
Understanding the Basics: Search Engine Optimization
Before we delve into pay-per-click ads, I think that SEO is definitely something to get an understanding of. You see, it is what most of the marketing online revolves around. The premiere search engine today, Google, has published a few databases to help companies navigate it. You can find an example here: https://developers.google.com/search/docs/fundamentals/do-i-need-seo.
Essentially, though, it is the process of improving the content of your website and adverts to get more clicks. It does require some basic knowledge of algorithms, so keep that in mind. Typically, the goal is to boost your own page in the results when a consumer seeks out a certain phrase.
A lot goes into this optimization, though. To some extent, this will be different depending on who your target audience is and what industry you exist within. So, one of the first recommendations for most businesses that are trying to improve their virtual presence is to identify who that target audience is.
Otherwise, you are kind of in the dark in terms of the next steps to take. If that sounds like you, it may be something to consider. Otherwise, let us move to the main topic of this blog post!
PPC – What is it?
PPC is an acronym for pay-per-click. Essentially, it is a form of digital advertising that only costs money based on how many clicks or “hits” it generates – so it is typically considered to be rather cost-effective. If you are still lost, do not worry.
There are many ways to get more familiar with it. You could check out a Google Ads scaling guide if that is the engine that you want to tailor your marketing toward (which most folks decide to do). Generally, it is considered the most popular search engine, so it may not be a bad decision.
A surprising amount of this culminates in how well you understand Google Ads versus something like Facebook ads since the former is a bit more complicated. Still, there is an argument that it is also more effective than the latter, so it is probably worthwhile to learn how both of them operate.
Why This Matters
Maybe you are not certain why this pertains to you. Well, you see, one of the most profitable spaces to run ads is on the service called YouTube. Many of the creators there monetize their own channels by running these ads – and the reason that companies pay them to do so is that it generates a lot of traffic and clicks.
Of course, it is not the only option out there, simply one that many have found effective. I encourage you to explore the selections to figure out the niche that you and your business fall into. This way, you can avoid wasting money on ineffective marketing when you do not have to.
Now, if you are not entirely sold on it being important still, I do understand. However, do you remember how I said that the internet is the king of advertising? That is still true, but it does require knowledge to navigate the space and to take advantage of the opportunities that are lurking within this massive digital space.
For some more details on that, you might want to read this article. Thankfully, it is not too hard to digest the information within. It should be able to give you more of an idea of why it is important.
Think about it for a moment: there are a ton of businesses online, both large and small. That means that you will have a lot of competition to contend with. Unfortunately, it can be easy to be drowned out by all of those competitors, especially in terms of search results for the keywords that you are trying to utilize.
So, one of the few ways that we can get a leg up on those other businesses is by properly implementing SEO best practices to enhance our pay-per-click marketing strategies and campaigns. While it may appear challenging on the surface, it will be well worth that.
Now, if you are truly struggling with it, you can also turn to an expert for assistance. Thankfully, there are many out there who can help you out with this. There are self-help style guides to read for anyone well-versed in the advertising space, as well as professionals who can offer their services to you.
It may come as a surprise, but one of the biggest parts of the optimizing process is to analyze the current results from your marketing campaigns to improve them for the next time. So, perhaps you find that the imagery you are currently using is not eye-catching: it may be time to go back to the drawing board!
Obviously, these are just a few examples. In all likelihood, your personal experience will differ from what I have discussed today in one way or another. The important thing is to remember these concepts and to try to implement them!