Google Adwords is a great tool for marketers everywhere. PPC advertising is taking off from Tokyo to Tassie, Paris to Perth, as consumers increasingly rely on search engines to deliver them the information what they need, and your brand needs to be front-and-centre. Don’t know what PPC services or SEO are? No worries – read our handy little article to get your advertising goals lined up and ready to go in 2017.
Adwords PPC Advertising:
When you search a query into Google, you’ll notice the advertisement suggestions appearing before the organic search results. It’s these spaces that your ad could appear – Adwords simply needs you to refine the search terms that you want your advertisement to show up for, such as industry or branding terms, and to decide on your budget.
PPC, or pay-per-click, essentially means that you will not be charged per advertisement but per click that your advertisement gets.
To select a keyword or phrase that you want your advertisement to show up for, you’ll need to bid on them te secure a spot above your competitors. Depending on how many other advertisers are circling your chosen keywords, your bid might need to be more or less – but it should always be reflective of the value of these clicks. For example, you wouldn’t spend truckloads of cash trying to get your FAQ page in front of consumers, because that page probably wouldn’t help you convince them to purchase something or commit to your brand – so you’ve just paid for nothing. It’s important to take into consideration the efficacy of the page your consumer will be taken to, and how likely you are to see a return on investment.
Search engine optimisation requires you to consider your site a little differently. For a search engine to include your site on its list of organic search results, it needs to know what your website is about. Therefore, it is up to you to make your website as appealing and comprehensive to the search engines as much as the consumer. This could mean including keyword terms from your niche, nurturing quality backlinks, and other handy little tricks we’ve detailed elsewhere in our blog, like here and here.
So you may be wondering why you’d need to put so much time into SEO if you can pay for Adwords, or why you’d pay for Adwords when you can get great search results rankings with powerful SEO.
Our advice? Double down and do both.
Adwords comes with great keyword research tools, and you can use this to determine the keywords that are working best in your industry to feature naturally throughout your website to help your SEO.
For example, Jeff owns a sunscreen company here in Perth. Jeff had made a pretty simple website, mentioning keywords such as ‘perth sunscreen’, but it wasn’t until he began using Adwords and researching keywords that he found most of Perth was looking for ‘sun block’, ‘sun tan lotion’, and ‘sun cream’. By including these keywords naturally, Jeff is now making himself more visible to a whole new audience. Go get that money, Jeff.
SEO doesn’t just work on Google either; all search engines operate much the same way, so if you’re search engine optimised then even Bing and Ecosia will come looking for you. Not a bad result for something you can do for free! SEO traffic is also valuable to tend to because it doesn’t simply drop off when your budget runs out.
Adwords is a quick, easy way to create advertising campaigns and learn about your audience, which can drive your advertising power in future campaigns. Jump in headfirst and see what you can do for your business using Adwords and SEO – you’ll love the results! If you think you need some help with your PPC services, call our friendly team and ask how we can help, or arrange a one-on-one consultation with one of our marketing gurus.