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Promote Your Content: Pay-Per-Click Advertising

Posted on: January 3 2013 | Posted in: Client Help

When promoting your content online, you have several options to get the word out there. You could post a link on Facebook or Twitter. You could share an image on Pinterest with a corresponding link. You could work further to optimize your on- and offsite SEO. You could use StumbleUpon or a slew of industry-specific services that will help you acquire more traffic.

online advertisingLet’s look at just one of these options ... pay-per-click advertising (PPC).

The concept is simple enough. You set a maximum bid that you’re willing to pay, and your advertisement can appear either in ads alongside search engine results or in ad boxes on other websites.

Let’s say you, like many others, choose to advertise with Google. The search engine giant’s awfully good at serving up results that people are interested in, so you know that they’re going to be able to match up ads to the right audience on a fairly regular basis.

You have a few options with Google.

  • Search Network only - This means your ads will only show up in the boxes to the top and the right of Google’s standard search results. The placement can vary depending on the competition and the market, but these are the standard results.
  • Display Network only - You see display ads all of the time, though these aren’t just the banner ads that litter news sites and blogs. They can also include more sophisticated interactive ads as well as “low-tech” text ads.
  • Search & Display Networks - The best of both worlds

What’s the benefits of your choices?

  • Search ads - You know you’re targeting customers who are looking for a solution. They wouldn’t be searching for related information if they weren’t trying to learn more about a problem that you / your business can help with.
  • Display ads - Brand awareness. The more that people recognize you and your products, the more likely they are to think of you when they need to solve a problem that your product can help with. This obviously has its limits, but you want to be top of mind when possible.

How PPC Can Help You

Now that you know what it is, why would you choose to use PPC over all of the other options you have of promoting your content?

There are many reasons, but let’s look at a few key strategies.

  • You need targeted customers now. If you have a limited-time sale or campaign (or even if you just need to hit your numbers for the quarter), you need traffic right away. You may not have time to create extra assets that will attract a lot of attention on social media or enough time to plan out a long-term search engine optimization (SEO) strategy. If you can get clicks that will convert into sales in the short term, it’s worth the investment.
  • You need to test a new product’s popularity or a new landing page’s effectiveness. When trying out a new product or a new landing page, you need traffic in order to gauge people’s reactions. If a slew of people visit the page only to leave without signing up for more information or making a purchase, you may need some work on your approach. It’s good to know this quickly rather than after months of low traffic.

Pay-Per-Click advertising isn’t a one-size-fits-all sort of marketing effort. You’ll want to make sure that you’re getting the return on investment that you need to make this a profitable method for you, but it can work very effectively in some cases.

Feel free to contact Compucast if you have questions about pay-per-click advertising. We’re here to help.

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