How to Get More Users to Your Web Site
02.16.2015 / Posted in Articles, Digital Marketing
In the age of information, everyone has a website. The internet is the go-to place to find whatever you are looking for, so naturally you’ve made sure your website contains all the information you know your customers are seeking. You’ve kept its look and functionality fresh. You’ve put countless hours into ensuring your website is exactly how you want it.
Yet somehow, you don’t seem to get the kind of traffic you expect.
Including your web address on all marketing collateral is a given. But is there another way to easily drive people to your website? The answer is yes—and it starts with paid keywords.
Businesses can pay to show an advertisement when certain keywords are used in searches. Typically, these ads are “pay-per-click” (PPC), which means that the business pays each time the ad is clicked. Pay-per-click strategy can be helpful in maximizing your budget.
Is PPC what your business needs? Here are a few pros and cons to paying for keywords:
Paid keywords are measurable. Typical SEO campaigns cannot be measured to determine what affected your rankings. With paid keywords, you can see exactly where your ad is showing on the page, why it is showing in that position, and how many people are clicking on it.
PPC allows you to control your costs. With most advertising mediums, you pay a fee for general exposure (as you would for, say, a billboard) or a fee for each person the ad reaches (e-mail blasts and direct-mail pieces work this way). With paid keywords, you only pay when someone clicks your advertisement. This allows you to get great exposure with a lower cost. Also, it allows you to increase or decrease your spending depending on your results or a change in your budget.
PPC doesn’t reach every market. AdWords (the largest PPC provider available) works within the largest search engine in the world—Google—yet there are some markets where Google’s AdWords won’t be as effective as you would like. For example, if you sell software, you may want people to pay each time they download, rather than paying each time they click your ad.
PPC must be carefully managed. It’s very easy to start a campaign and let it run. It’s even easier to forget that it’s running. This can easily cost you thousands of dollars. You must ensure you manage your PPC budget carefully and review your campaign frequently (especially in conjunction with Google Analytics) to ensure your ads reach the right audience and get the right results.
Paying for keywords can be extremely beneficial to your marketing and your business. However, this is not an easy DIY project. If you are interested in paid keywords, first make sure they align with your marketing strategy.
And give FrogDog a call. We can help.
Image Credit: StuartMiles/freedigitalphotos.net