<span style="color:#33CC66">iPage Blog</span>
Posted on Apr 3, 2013

Ignoring pay-per-click strategies? Do so at your own peril

Whether you’re an online retailer or a book reseller, it makes sense that you want to ensure relevant people are ending up on your website.


There are many different ways you can go about it, not the least of which is utilizing pay-per-click (PPC) strategies.


Two effective PPC strategies
Simply put, PPC is a cost-effective marketing tool designed to increase traffic to a company’s website. 


Are you worried about your marketing campaigns taking up too much time, or costing too much money? No problem. Here are two very simple, yet very effective, PPC strategies that any company has the resources to utilize. 


– AdWords: With Google AdWords, you get to choose exactly where your ad shows up in searches. And because you’re only charged when a customer actually clicks on your ad, you’re paying for exactly what you get. 


– User-focused strategies: While AdWords focuses primarily on keywords and phrases that customers plug into search engines, other PPC strategies are emerging that allow you to target consumers based on their interests. These methods enable you to target specific demographics and groups of people, rather than simply placing your ads on specific websites. Twitter, for example, has a new tool that enables companies to target users based on their interests or gender.


Mobile PPC: Conversion rates on mobile platforms are growing rapidly In fact, three-quarters of smartphone and tablet searches lead to some form of follow up by consumers. At the same time, the cost of mobile PPC ads are significantly lower. Investing in mobile PPC campaigns now – as mobile ecommerce appears on the verge of taking off – could see massive returns for your company in the future. 


On a budget? PPC is right for you
We’ve established that employing PPC is an effective way to drive traffic to your website, but what about the cost? More than likely, PPC tools will fall within your marketing budget.


In particular, AdWords allows you to delegate a specific amount to your PPC strategy, so you’re only paying what you can afford. And because you’re only charged based on the number of clicks, you know you won’t be getting shortchanged. 


Regardless of your profession, pay-per-click represents one of the most cost-effective advertising strategies out there. Ignore it at your own peril. 

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