Pay Per Click (PPC) advertising bridges the gap between organic traffic and keyword phrases that are critical to your business. Particularly for new businesses, PPC enables startups to begin attracting new customers within hours. And for keyword phrases that fall outside of the organic SEO net, PPC enables businesses to target critical search terms.
The downside, obviously of PPC is the cost, and the effectiveness of a PPC campaign depends on building highly relevant ads to increase clickthru and strong landing pages that match the expectations of the visitor, decreasing the likelihood that he will “bounce” and increasing the likelihood that he will visit more pages and convert to a customer.
There are five keys to creating a successful PPC program: choice of keywords; organization of keywords into related AdGroups; relevance of the ad text to the keywords in the search; quality landing pages that match the visitor’s search; and attention to the statistical data to reveal changes (positive and negative) in performance for the keywords, ads and landing pages.
- Monthly monitoring of organic ranking, AdWords performance and Google Analytics traffic data to gauge performance of Local Listings and SEO efforts and especially to monitor costs and visitor behaviors associated with the PPC campaign.