Title: Why PPC Should be part of your Inbound StrategyorWhy is PPC (pay-per-click) gamechanger for your business?Successful Inbound Marketing Campaign should encompass a range of different elements, on various platforms and channels.While certain aspects, like blog posts and email marketing campaigns, are widely used and extremely well-known, others may be less familiar to marketers just starting out.In particular, PPC (Pay-Per-Click), an advertising model, that target users with company ads based on their web search queries, can be an extremely valuable tool.How Does Paid Search Marketing Work?Paid Search marketing (also known as Pay-per-click marketing, PPC marketing, Cost per click marketing, or sponsored advertising) is one of the best ways to help business get consistent traffic from relevant search results and other websites. How it works: Let’s take an instance:1. Consumer goes to google.com and types in a search for “left handed golf clubs”2. Google will yield two main type of search results: a) organic results and b) sponsored results3. The consumer will click on the most relevant ad for what they have searched for.Fact: People are more likely to click on organic results rather than sponsored results. However for highly transactional purchases or items like electronics, shoes, clothing etc. people seem to find more use out of the sponsored results as they are usually more targeted to specific product search queries.4. By clicking on a sponsored advertisement the consumer is either taken to a landing page or the homepage of the advertiser’s website to find specific information about the exact thing they searched for.Tip: Don’t send traffic to your homepage as it is usually not the most specific, targeted page on your website for each individual product or service you are selling and advertising.5. On the advertisers’ end, when a consumer clicks on one of their advertisements, the advertiser will be charged for that one click. Click prices vary depending on the key phrases used to trigger the advertisements.Tip: To get an approximation of what a specific key phrase might cost you per click on Google , check out Google’s Traffic Estimator tool.And that’s it. Pretty simple right? Well, almost. There are many other factors that go into these campaigns, but the basic model is this: 1. Advertiser picks key catchwords that they want their ads to display up for.2. The user makes a search, sees advertiser’s ad, likes it and then clicks on it.3. The advertiser is priced for that one click.4. If the advertiser chooses to stop paying for key phrases then the advertiser’s ads come offline. or, if the advertiser chooses that they want their ads to show up higher or more regularly then they raise their bids on their chosen keywords and also enhance their daily ad spend budgets to allow for more clicks.Recommendation: Hire a PPC Professional to set up and manage your paid search marketing campaign for you. You will save time and money. You will also halt yourself from having a bad experience with paid search marketing and thus, avoid it forever, which is a huge blunder.PPC advertisers pay only when a user clicks on their ad; these clicks boost site traffic, and eventually also enhance the possibilities of turning these leads into buyers. Unlike outbound marketing, which involves pushing your message out to potential customers, PPC is inherently inbound, since it brings potential customers in.As with another inbound marketing methods, PPC has a high success rate and is quickly growing in popularity. In fact, 74% of small businesses have invested in PPC or planning to do so in the near future. Unsure if PPC advertising is right for you? Below are five compelling reasons you should consider incorporating this strategy into your marketing campaign. 1. Immediate TrafficAn advertiser can realistically set up a PPC campaign on Google, Yahoo or Bing (Microsoft adCenter) in less than 30 minutes if they know their way around the platform. This translates into advertisers being able to get advertisements for their website on the first page of the main search engines within an hour of campaign setup and activation (again, given they know what they’re doing). This is great for brand new websites that have little to no exposure to the search engines already.2. Geo-Targeting and Ad SchedulingA few excellent features that the best-paid search marketing platforms give promoters with are geo-targeting and ad scheduling. Geo-targeting enables advertisers to choose only defined locations all over the world to showcase their ads to. For instance, if you had a local pizza place and only desired to show ads on the search engines to towns that you could deliver your pizza to, then you could choose those cities and your ads would only display for those defined places. This enables your ad budget to go farther as it is only targeting relevant places.Ad scheduling enables advertisers to pick particular days and times of the day to shoot their ads. This is greatly significant for marketers who are very familiar with when they get the best acknowledgment from customers or when they are able to respond in a convenient way. For example, if you have a Live Chat feature as the foremost part of your website then it might be more useful to run your ads during the hours when your Live Chat is online.3. TrackingIt still surprises us that so many businesses spend thousands of dollars each month on conventional marketing methods that have completely no tracking whatsoever. For example, Take newspaper advertising, a full page can be comparatively expensive compared to online marketing, there is no reliable way to track how successful these costly ads actually are. With PPC, you can track down every keyword, every ad, and every spent dollar. It, in turn, helps you get correct ROI and ROAS tracking for any business.4 RelevanceSearch results are all about relevance, or at least they should be. When someone does a search, they should only get the most suitable results for what they searched for. Google, having the most advanced algorithms to recognize relevancy, do a wonderful job of giving relevant results to users. Google’s sponsored ads, like the organic results, are weighted very heavily on relevancy – from the key phrase to the ad text to the landing page. This builds the best user experience for the end user and also enables advertisers to target and get very refined and qualified traffic.5. TestingOne of the most neglected benefits of paid search marketing is the potential to test online marketing campaigns through the huge amount of features and data that the available platforms provide to marketers. For example, if you desire to know whether a particular product campaign you are propelling is received well with a new marketing campaign. In that case, run the ads for at least 30 days, and then examine the data to see if they are successful. As a matter of fact, many professional SEO firms really use or recommend paid search marketing as an initial step in learning the genuine key phrases for conversions and return on investment.6. Targeted VisitorsFor an online business, only targeted traffic potentially leads you to get more sales and business.SEO is the first thing that comes to mind when talking about targeted traffic but we all know that it takes time to work so the next best alternative that can get you targeted traffic fast is PPC.With PPC, you can choose for which keywords to show your ads and these will appear on the top of Google search results (or in the right sidebar on the desktop).We work with a number of businesses that make a lot of money online through PPC without having good organic rankings. Their success has to do with 3 things:The quality of products they are offeringHighly converting websitesHighly optimized PPC campaignsWe’re not saying that is easy to get these areas right from the beginning but this is the recipe for online success.It may take months or years for SEO to bring in targeted traffic while PPC is almost instant. Of course, the benefits from achieving high organic rankings are enormous but you need to be patient and have a good SEO plan to get there.7. RetargetingOne of the most effective ways to increase conversions is to use retargeting. Retargeting or remarketing is a technique where you create campaigns and target people that have already visited your website but did not convert.For example, assume that you have a website selling engagement rings. Customers looking to buy engagement rings online go through a buying process which includes searching for the products they want and taking a look at different websites.The timeframe to make a decision can expand to 30 or 60 days since the products are expensive and the available sellers a lot. This is a classic case where retargeting can generate great results.By adding a piece of code provided by Google Adwords, you allow these networks to identify through cookies people that visited your website but did not purchase a product from you.You then have the opportunity to create campaigns targeting those people and offer them incentives to re-visit your website and complete the purchase process.You can learn how to set up retargeting here: Google Adwords, and take advantage of this advanced feature of PPC campaigns.Conclusion:Launching and enhancing your website is only the first step. Implementing an ongoing marketing strategy that includes Pay-Per-Click advertising is an important part of small business success within the digital landscape. In short, the takeaway message is that PPC is a must use tool for almost any business and if you haven’t use PPC yet, you are missing out on big opportunities for growth.If any part of your PPC advertising efforts feels daunting or confusing please feel free to reach out to our team for guidance.