Google AdWords is an efficient way of creating PPC ads that will appear next to relevant Google search results. PPC adverts can quickly boost your site traffic and serve as a more immediate and temporary alternative or complement to long term, natural SEO marketing techniques.
Google AdWords allows you to create ads based on targeted keywords that relate to your company. AdWords will even help you with keyword ideas. These keywords and phrases are the kinds of things users will search for when looking for your products or services, so you need to make sure they are appropriate and accurate. The beauty of PPC is the ability to split test ads and experiment with different search terms and phrases until you find ones that really work.
AdWords then estimates the cost and projected traffic that a particular keyword or phrase will yield, so you can organise your ads according to your budget. You will only be charged when a user clicks on one of your ads with the cost-per-click option, so by setting a daily budget and a maximum cost-per-click, you can easily measure and monitor your campaign without overspending.
You can also target your PPC ads by location, region or language, and display a variety of formats to suit your advert and your audience.
Try experimenting with long tailed searches as well as individual keywords to optimise the success of your PPC ad campaign and get the best ROI for your budget. For keywords that are highly competitive, it may be better to incorporate an additional local keyword or long tail phrase to make your ad worth running.
You can see the results from a PPC campaign very quickly, and you can continually adjust and adapt your options to increase its effectiveness. PPC is a great complementary form of marketing to run alongside your SEO campaign, as it can be used in short bursts to publicise a special offer, promotion, product launch, business development or simply to give your business a boost and get ahead of your competitors. Targeting with local keywords is always a beneficial option for small local businesses, as you are narrowing down your audience to a small, relevant number, increasing your potential click-through-rate and return on interest (ROI).
Don't forget, though, that for the best search marketing results, organic SEO methods are going to bring a steady stream of traffic and gradually increase your search ranking far more consistently than a PPC campaign.
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