Search engine marketing is one of the best ways to drive traffic to your websites. Ranking on the front page of Google is a great way to drive consistent, high converting traffic to your website. However, it can take a long time to see the benefits of search engine optimization. Pay-per-click (PPC) traffic is another thing that you may want to consider.
You may want to try using a PPC campaign while waiting for your business to rank on Google.Here are some benefits to consider.
Easy to Setup
The process is very simple. You create an Adwords account with Google and begin bidding on keywords that are relevant to your website. You can launch your PPC campaign within a few minutes. You will probably start receiving traffic to your website within a few days.
High Conversion Rates
Visitors from your PPC campaign are arguably more likely to convert than any other strategy that you implement. A study from Enquisite found that they were even 50% more likely to convert than organic traffic from Google. You should receive a high ROI from your PPC campaign. There are several reasons PPC ads are so likely to convert:
A study from WordStream found that the average conversion rate for PPC traffic was about 5%. However, this figure can vary considerably between different industries and depending on the competition in your area.
Measure Effectiveness of Keywords
It is very easy to measure the effectiveness of your PPC campaign. You can also track different keywords that you are promoting.
This will be extremely valuable data for your organic search campaign as well. Google no longer provides keyword data for organic search traffic. Fortunately, you can use conversion and traffic data from your PPC campaign to estimate traffic volume and conversion rates for different keywords. This will help you decide which keywords you will want to optimize most strongly for.
Specific Demographic Targeting
You can also use Adwords to make sure that your ads are targeted to very specific groups of customers. Google allows you to restrict your ads to customers based on the following criteria:
You don’t need to restrict your advertisements to a single city. Google allows you to enter up to 1,000 different cities for each campaign. This allows you to scale your campaign if you are a national company. You can also reach every city within driving distance of your business if you are a local company.
You may have to bid a little higher to target your PPC campaign towards specific customer demographics. However, you will likely find that the results are higher over time, because you will reach the customers that are most likely to convert.