How Small Businesses Can Take Advantage of Pay-per-click Ads to Drive Traffic

When wishing to expand the customer base, nothing does it quicker than advertising to likely customers. It’s faster than other approaches and when done right, potentially offers a profitable avenue to sustained growth.Let’s now look at how businesses can drive traffic successfully.

How Can Businesses Drive Traffic?

There are different ways to get new traffic to a website. Here are a few of them:

Organic Traffic Through Search Engine Optimization

Organic traffic through search engines is slow to arrive but it’s certainly a valid source of new visitors.

The significant downsides are that it requires many months to achieve any gains, it’s unpredictable, and the results are anything but certain.

Social Media Promotions

Social media promotion through sponsoring influencers and promoting through graphical or video content is valid, but it’s expensive and time-consuming.

It’s also a reality that most people use social media not to shop, but to socialize, catch-up on gossip and to burn daylight. Subsequently, the level of potential customer engagement or obtaining new customers from it is limited.

Paid Online Advertising

Paid online advertising including pay-per-click campaigns where the advertiser only pays for the valid clicks by real people is a direct, profitable way to drive traffic from interested visitors.

The costs are upfront, but when paired with a captivating landing page with a highly related offer, it’s possible to get a positive return on the investment quite quickly.

Profitable Usage of PPC Advertising

To be profitable, advertising must be managed well to get the optimal result.

First, it’s necessary to determine what are the ideal keywords to target for advertising purposes. These relate to the industry and are common terms that searchers look up where displaying an advert could catch their eye.

Second, starting a campaign using multiple selected keyword terms and phrases is only the beginning. The bid price to secure a prominent advertising position must be weighed carefully against the likely clicks on the advert and how much that converts through new sales. Some terms will be worth their bid price whereas others will not.

Third, active monitoring of all running advertisements is necessary to verify results are in line with expectations. Sometimes, the ad copy must be adjusted to get a better click-through rate during the campaign. Other times, a campaign for a particular term is completed and it’s best to move onto other ones showing more promise.

Should Advertising Campaigns Be Managed In-house?

Profitable campaigns rely on the campaign manager running it as their central point of focus. When they’re distracted with several, unrelated major responsibilities, their chances of success are slim.

When a business can dedicate a full-time employee to manage the advertising, that might be acceptable. However, if that’s not the case, it’s best to seek PPC management services outside of the business.

By working closely with a PPC management services company, it’s possible to get the highest return for the advertising budget. Clear reporting will include updates on actions taken and what’s been achieved todate. This allows a business to monitor the progress while keeping their main focus on business operations.

Getting people to take notice of a business and possibly to become new customers is more challenging than often realized. It pays to go about it the right way and then manage expectations appropriately to achieve steady growth in almost all market conditions.