PPC (pay per click) is one of the most effective digital marketing techniques, it can quickly get you to the front page of Google, for a price. You can choose the audience you want to target and get your content to them in key positions in search and throughout the online universe.
One of the most common used would be google ads, although there are different platforms such as Microsoft ads, which ones you use all depends on where your organic mainly comes from and what audience you are trying to target.
First thing to consider are your keywords.
You need to make sure that you choose keywords that are relevant to your content and optimised so that they have the most volume capacity but with mid to low keyword difficulty. You can find this information by doing a keyword search. This can also provide you with additional keywords to target that you might not have thought of.
Next step would be to decide on the type of ad you’d like to run. Smart shopping campaign, display ad, video ads – they all have merit depending on the content available to you and your topic.
When setting up your ads it’s important to set your audience and your negative keywords to ensure that your ads don’t show next to unfavourable content.
Once your ads are up and running it’s important to keep an eye on the insights based on your primary goals, be it conversions, lead generation or new user awareness. With testing of setups you will be able to see what performs best and tweak them to best suit your goals.
In order to get the most out of your ppc you need to ensure your page authority and organic SEO is up to scratch, the algorithm for ppc rankings takes these things into account when choosing its ‘winners’.
IV Digital 