Unless you’ve been in hibernation for the past five years, you’ll know that search marketing is an essential part of your overall marketing strategy. Search, providing it is done effectively, enables small businesses to be seen by a relevant audience, namely those who are actively looking for its products or services.
Search engine optimisation (SEO) is a common way to achieve this visibility, but it takes some time to begin seeing results – typically between three and six months. But what if you need to increase your web traffic in the short term?
Pay per click (PPC) marketing is a highly effective way of driving more visitors to your site while the SEO strategy develops. Ideally, both SEO and PPC would be employed simultaneously to gain the best results, but if your SEO campaign is taking time to gain traction, PPC will help to drive visitors to your site until the two can work alongside each other.
How can PPC boost traffic quickly?
The beauty of PPC is that it can be switched on or off at the touch of a button, and that within a few days you can see the results of any changes you make to your campaigns, therefore enabling you to optimise them quickly. You can choose the areas of your business that you want to promote and select important keywords to target, as well as geo-targeting customers to capitalise on geographic areas where you are receiving lots of traffic.
Targeting appropriate keywords and bidding correctly means that as soon as your ads go live, they will begin to appear to users who are searching for terms relevant to your business. Ensuring your bids are getting your adverts into a higher position on the first page of the search engine will guarantee better exposure and increase their chances of generating visitors.
Write compelling ad copy to entice users in. Perhaps you have an offer you’d like to promote, or you have a particularly strong USP. Use these things to get people to the site. It’s also worth adding call extensions and sitelinks to provide searchers with a better offering.
What about conversions?
It’s one thing getting extra traffic onto your website, but how do you optimise your chances of converting leads once they’re there? The key to this, apart from having a great product or service, is an effective landing page.
A good landing page will focus the customer on taking action, without bombarding them with lots of distractions. Ideally, it will give them exactly what they’re looking for, whether it’s a holiday brochure, a credit check or a newsletter signup. Make converting easy for the visitor – have a button or short form that stands out and allows them to convert quickly. Include high quality images and where necessary a peer review or testimonial.
In your copy, which shouldn’t be too lengthy unless the purpose of the page is to provide information or advice, state the benefits of the product or service to the customer as a priority. Use clear language and provide compelling proof that yours is the business to choose to satisfy their needs.
If you’re unable to create specific landing pages, make sure your PPC ads click through to the most relevant page of your website. If, for example, you’re selling shoes, you don’t want an advert for women’s boots to simply take the user to the homepage, or worse, a completely irrelevant page such as one for sandals.
Getting the basics of PPC right can increase traffic, enquiries and brand awareness. It can make a difference even if the budget is relatively small, and is therefore a great tool in your overall digital marketing strategy. And because you can switch it on or off instantly, you can run it for specific offers or seasonal products, picking up where SEO would fall short.
Contact Whitefish Marketing in regards to PPC