Pay-Per-Click: Instant online lead generation

Are you struggling to make your presence felt online? Do the deeper pockets of your larger competitors keep you from increasing your market share? Should you invest more in organic marketing (SEO) or incorporate a paid advertising program (PPC) in your overall digital strategy?

Pay-per-click (PPC) is a digital marketing model used to direct traffic to websites, in which advertisers pay the publisher (typically Google) when the ad is clicked. PPC may be a solution to compete with the bigger players in your industry. It gives smaller local players a level playing field by allowing healthy competition for the most valuable keywords.

Google is adapting to the trend where more users now search using multiple devices such as tablets, desktops, and smart-phones. The search giant's recent update to its advertising product, Google AdWords, offers to reduce the complexities involved in managing multiple ad campaigns.

Google AdWords -

Enhanced Campaigns

Termed "Enhanced Campaigns," these new features hold promise that your life as a digital marketer is going to get much easier. Separate campaigns for each digital device is a thing of the past. We can now integrate campaigns across all devices, based on parameters such as a customer's location, time of day, and the type of device used. The ability to measure an immense amount of data at a granular level adds significant value to PPC. Our clients are amazed at how precise and concise the information is during our monthly progress meetings.

Using Google AdWords, we integrate and run a single campaign across multiple devices, then measure the impact of your ads. Paid campaigns are becoming much more flexible, easy to launch, less time consuming, and best of all, cost-effective.

PPC: How does it help

deliver qualified prospects?

We've been front row witnesses to the evolution and development of the PPC model, especially Google AdWords. It has changed the way we view display advertising. Having to pay only when someone clicks your ad gives you the assurance that you are meeting the core objective: Drive qualified traffic to your website.

PPC helps you:

Generate quality leads quickly: Ads are delivered only to people searching for information related to your keywords. These visitors are in "buy mode" and more likely to be interested in what you have to offer.

Ensure real-time impact: You no longer need to wait several days or weeks to understand the impact of a campaign. You can roll out a campaign within hours and watch the results rolling in immediately. You can even pause the campaign or experiment with different formats based on results. You can identify the ads that are converting visitors into customers, then reallocate your funds. This ability to allocate your dollars on the fly is one reason why a proper PPC campaign is so cost-effective.

Location-based targeting: Local businesses can automate the delivery of ads based on search location and time of day. This enables quicker lead conversion as the target audience is in close proximity to your business location.

Quantitative measurement of campaign effectiveness: Again, one of the biggest advantages is measurability. PPC offers insight into an abundance of information, such as your conversion rate, which calculates the number of leads that took action after clicking your ad - made a purchase, registered on your site, filled a form, etc.

Integrate with other tactics

Merely investing in a PPC campaign is not recommended. You need to make it an integral part of your overall campaign and ensure consistency across both paid and organic channels. Consider the following factors:

* SEO Strategy: Don't run your PPC campaign isolated from other tactics like Search Engine Optimization. Consistency in the message you deliver through your PPC and SEO will have a greater impact on your overall strategy.

* Competitive Search and Visibility: PPC campaigns help capture keywords that increase conversion. You need to invest in extensive and ongoing research to identify keywords that will enhance your visibility.

* Data Analytics: Compare data gathered from both your organic and PPC campaigns to understand your customers' behavior and optimize campaign effectiveness.

* Targeted Advertising: Link your landing page directly to your ad. Ensure that the call to action is visible on the first click.

* Digital Marketing Budget: Determine the maximum cost you are ready to incur per lead since it plays a key role in determining your budget.

We recently finished up a PPC campaign for a business in Hayden. The results were phenomenal - way above our projections. One out of every four visitors became a solid lead. We ran the campaign for just six weeks and generated over 60 leads. In summary, each lead cost the business about $5, and their average sale is $500. I don't know of any other form of marketing that can generate such strong - and measurable - results.

Jacob Myong is a WSI Internet consultant who has worked in digital media for over 15 years. Email jacob@cdapress.com or call 208-416-5173.