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By Daljeet Sidhu
The internet is an enormous pool of information. Internet users surf the internet to research on various topics, products, services, businesses and countless other things. Marketing professionals are constantly debating on what is the most effective way of converting these surfers into customers. Some people have the opinion that pay-per-click (PPC) advertising campaigns are the most effective means of attracting customers and garnering sales. Others are convinced that natural ranking is the best way to go.
However, effective marketing must mix both strategies to achieve best results. Businesses should use PPC advertising and organic ranking to bring their products and services to the customer.
Optimizing on Offbeat Keywords
The recession has compelled businesses to operate within tight budgets and cut costs without losing quality of services. Though PPC advertisements are valuable in increasing website traffic and are usually quite affordable, they are still part of the monthly expense. One way businesses can get more returns on the price paid out for PPC ads is by using offbeat keywords. Unconventional and lesser used keywords cost less as every other business in that industry is not bidding on them.
Augmenting Pay-Per-Click Ads with Natural Ranking
Advertisers can target a few unusual and unconventional keywords to develop cost-effective PPC ads. This should be augmented with good quality advertising content built around the same keywords. This two-ply strategy improves the natural ranking of the business website and also makes the PPC stand out because of its originality. Businesses have the chance of coming up in more than one place in search results thereby increasing their visibility and credibility in the eyes of potential customers.
Many PPC management firms recognize the value of this two-pronged approach and offer a combination of search engine optimized content development and keyword selection services to clients.
Not All Pay-Per-Click Ad Clickers are Buyers
All internet surfers are not buyers. Businesses must recognize this fact and keep it in mind when planning a PPC ad campaign. Effective PPC management companies help businesses in organizing a cost-effective ad campaign by educating them on good and bad tactics used by other businesses in the past. For example, if an antiques business bids only on the town name as a keyword because it is cheaper, it is billed for many clicks that are related to the town but not even remotely related to antiques. If PPC management companies can track the keyword phrases used by majority of the users searching on the town name, related keywords can be included in the antique business’ PPC ad and expand their potential customer’s base.
PPC advertising companies also collect detailed information on what converts clickers into buyers. Businesses should analyze this data minutely to unearth unexpected marketing opportunities.
Analyzing the results of ad campaigns launched by other businesses, effective and ineffective strategies, helps businesses develop a strong marketing profile. Smart businesses looking to trim their monthly expenses improve the returns from PPC ads by incorporating uncommon and less costly keywords in the ad script and creating high quality editorial content to support the marketing campaign.
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