We’ve all experienced a different time since the pandemic drove the entire world into lockdown at various stages. The world economy has suffered, and all industries have had to face up to new challenges and look at different ways to operate. One area that has seen a different approach for many businesses and industries is the marketing side of things. SEO and pay per click advertising have been the cornerstone of many digital marketing campaigns in recent years, but things had to change in the last 18 months.
The best digital marketing always has a layered approach that looks at different angles of a business and focuses on specific target markets and how to reach that audience. As revenues declined during the pandemic it was only natural that many companies would begin to restrict their marketing budgets. As things now reopen and we are getting back to some form of normality, marketing budgets have increased, and companies are again looking at ways to improve their digital marketing to attract new business.
Choosing SEO or pay per click for digital marketing
There is often a view that priority is given to SEO in order to generate new leads for a business. Search engine optimisation is a crucial part of any successful business, to boost the chances of being found by the right target audience with the right search terms on Google and other search engines. SEO can take months and years to generate the level of leads you are looking for though, and it is a practice that must be kept up on a regular basis to be successful. There is never any guarantee, but hard work does pay dividends eventually if you are thorough and make tailored plans that maximise your budgets and targets the right audience for your needs. SEO is important to your digital marketing needs but PPC can garner quicker results.
How does PPC work?
The model of PPC advertising is where advertisers pay when someone clicks on an advert on a search engine. It is like buying new users to your website. You may have heard it referred to as Paid Search, Paid Search Marketing, Search Engine Marketing (SEM), and Pay per Click Marketing. With PPC your business gains a faster contact with the users that can become your customers. You have a chance to analyse real results, tracking your adverts and measuring the success of your campaigns with customer insights and greater control.
You can turn your PPC off and on as you like, generating quick leads through certain search terms and then pausing or turning it off when you need to manage your pipeline and slow things down. It can be an extremely effective way to manage active buyers and to ensure that your marketing budget is used in the best way. Paid advertising is a great tool through Google Ads, as well as on your social media platforms, such as Facebook Marketing, Instagram, and even TikTok.
PPC helping businesses grow
There are several reasons why PPC is a great tool to use for a business that is trying to scale up and grow. With our experience and support you can make the right choices that make a real difference to your business.
Set your budgets and control your costs – One of the best things about PPC is that you have complete control over your costs. If you give us a precise pay per click budget, we won’t go over that budget. If you see that a smaller budget is not bringing you the desired results and the number of leads you wanted, you can increase your costs and make it happen. You can set limits to your daily, weekly, and monthly spend.
Compete for your ideal targets – By providing you with clear, real statistics, you have a much better chance of reaching your ideal targets, multiplying your leads through careful targeting of users. You can target location, age-range, and other parameters. We’ll look at the statistics from the back-end of your website, ensuring we know who is visiting your website, why and when, to produce the perfect framework to commit to PPC.
Achieve instant results – With organic search your reach will grow over time naturally. It is a very important part of your digital marketing strategy, but it can be difficult to easily quantify your results over a short period of time. With PPC you can see instant results, the very next day in some cases.
Pay for every click – When paying for banners and ads on some marketing channels you might not see notable results any time soon. With pay per click advertising you will only ever pay for each click that comes through your adverts. Each user that clicks on the ad will go through to a specific page on your website. This will be a tailored page, such as a specific landing page, subscription form, ecommerce page or other, leading the user to commit to the action you want them to, such as purchasing there and then or signing up to your service etc. Not every visitor will convert into a buyer, but it does give you a much better chance of success.
Have clearer marketing ideas – PPC advertising provides you with a fantastic amount of data about users and customers. You’ll be able to collect data and information from every interaction that you have during your pay per click advertising campaign. Each ad we create will supply information about the data, performance, impressions, clicks, and conversions. This data is crucial to your future PPC campaigns as it gives you real data that can be used to tweak the way future ads are created.
PPC advertising to reach new leads
The best approach to any digital marketing is a well-thought out one. At Candy we have extensive experience in putting together a tailored digital marketing campaign that suits your specific business and the targets that you have. This includes Pay per click (PPC) alongside SEO and other digital marketing services.
We can help you increase leads to your business, find the right market for your specific products and services and ensure that you make the most of your digital marketing budget. For more information about our PPC services, contact Candy Marketing on 0161 826 0123 or email us hello@candymarketing.co.uk.
