So you’ve got yourself a brand new site and you’re waiting for those sweet, sweet page-views to roll in. After a couple of hours, you check back and see you’re still not getting the traﬃc you expected. As I’m sure you’re aware, there’s plenty of competition out there on the World Wide Web, that’s why they call it the World Wide Web! Luckily for you, PPC is here to help.
What is PPC?
To put it simply, PPC stands for Pay Per Click. Each time your ad is featured on a site and someone clicks to view it, the advertiser makes revenue and it’s you who foots the bill. The idea is that the more clicks an ad gets, the more visitors your site will receive.
SEO is similar in that it directs users to your site through keywords and phrases, however, unlike PPC, the traﬃc coming from it is organic and costs you nothing but your time if you have an understanding of making your website seo friendly and building quality backlinks. Let’s try and break it down further.
The main beneﬁt of paying to advertise your site, it’s instant page visibility, unlike seo you have to work hard and wait for google to update, using ppc marketing enables you to instantly put your site at the top of Google, Bing, Yahoo, Facebook and LinkedIn, dependant on the price you bid will decide the position on the page your ad will appear.
In general those companies with the largest budget can afford to position highly competitive keyword phrases at the very top of the page, this is not always the best way to spend using PPC, the most effective way, is to select long tail keywords, these are normally much cheaper to bid on and generally have a much higher conversion rate, the only downside with this method is longer tail keyword phrases have a much smaller search volume and would mean many long tail kw phrases would need to be selected.
As the name suggests, you will only pay per click, so some web users will see your ad for free if they don’t visit your site. This can be a good way of getting your name out there, but of course, the main goal is to get those clicks.
You can expect to pay a premium on keywords that are high in demand. Once you have paid to advertise your site you will no doubt see an increase in traﬃc but once you decide to stop paying, you’ll be back to square one.
Things to remember you are probably not the only person interested in directing traﬃc to your site. If you are using a common term like SEO services, for example, similar companies may also be looking to increase traﬃc with those same keywords.
Sites like Google Adwords can essentially launch virtual bidding wars for high-value search terms that can really aﬀect the amount you pay per click.
What to take away
So there you have it. If you are looking to increase the number of visitors to your site, the best thing you can do is use PPC and SEO together. A successful SEO campaign can show long term results, but getting to that stage can be tricky. PPC, on the other hand, will instantly drive up those page views, but it will cost you. It’s a good way for companies looking to gain customers whilst working on other slower marketing methods