Ranking above your competition online can be a long, uphill climb. While it’s well worth the reward, sometimes you simply don’t have time to rely solely on the long-term strategy of search engine optimization (SEO).
That’s where paid internet advertising comes in.
Internet advertising is the quickest and most effective method of getting people to your website and generating leads. Whereas it may take months or even years to climb to the top of the search engine results with SEO, paid ads allows your website to instantly be found in the Google ads at the top of the search results. If SEO is like climbing a mountain, internet advertising is like hitching a ride to the top on a ski lift or cable car.
In other words, paid advertising allows you to bypass your competition and ensure your business is immediately visible to potential clients.
Not convinced? Consider the following:
- Fact: The first three paid internet ads get more than 40 percent of the clicks on a page of search engine results — meaning paid clicks often outnumber clicks on organic SEO results.
- Fact: Google estimates that businesses make an average of $2 for every $1 they spend on internet advertising.
- Fact: Ad results are not susceptible to search engine algorithm updates like SEO results are; this means that even when Google makes a change to its algorithm that impacts your organic search results, your ads won’t be affected.
- Fact: Internet advertising works in conjunction with SEO and other digital marketing services to improve your website’s overall performance and conversion rate.
These facts alone make it clear why internet advertising is so beneficial to your business’ digital marketing success. Read on to learn how Indikon’s internet advertising services go above and beyond to ensure the highest level of success for our clients.
What is Internet Advertising?
Internet advertising, or pay-per-click (PPC) advertising, refers to the paid ads found at the top and to the side of a search engine’s results. These paid ads allow your website to immediately be found online when users search for the keywords that are important to your business. You will determine a monthly PPC marketing budget, and with each click of your ad, a few dollars will be exhausted from your monthly budget, hence the name “pay-per-click.”
So, what determines how much a click costs? Competition.
The keywords that are most important to your organization are likely just as important to everyone else in your industry. For each particular keyword, you will set a maximum bid. If you bid the most for a keyword, your ad will be shown first when that keyword is searched; if you bid the second most, your ad will be shown second, and so on.
However, there is more to internet advertising than setting a budget and writing ads. Any ordinary media company can likely create a PPC campaign for your business. They may do some basic keyword research, set up a few ad campaigns, and even attract some new traffic to your website. But if you want internet advertising to be a meaningful part of your long-term digital marketing strategy, you need to go beyond the ordinary.
Indikon’s Internet Advertising Services
To maximize the effectiveness of your paid ad campaign, you need an extraordinary media team overseeing your account. With experience handling PPC budgets from $100 per month to $100,000 per month, Indikon has PPC management down to a science.
We offer proven, focused internet advertising services tailored to your business’ particular needs and goals. This means:
Developing Multiple Ads
Indikon’s team of professional, in-house copywriters work with you to create the most effective pay-per-click ads possible — and, rather than using just one ad, we create multiple “ad groups,” allowing you to show a number of possible ads to users who search for your targeted keywords. Over weeks of testing, Google will feature the most successful ads based on the number of clicks and conversions each ad receives. This ensures that you’re always getting the most out of every dollar you spend on internet advertising.
Accounting for Negative Keywords
There may be certain search phrases that are somewhat related to your targeted keywords — but have no real value to your organization. These are known as “negative keywords,” and while many ordinary companies miss this step, extraordinary PPC account managers take the time to eliminate them from your PPC account. This ensures your ads are exclusively shown for the correct keywords and that your budget isn’t spent on phrases that are irrelevant to your business.
Linking to Relevant Content
Internet advertising is great for getting new traffic to your website, but once they’re there, it’s up to your content to convert them. Not only will professionally written, persuasive content help you convert visitors to paying clients, but it will also improve your quality score — a Google metric that may reduce cost per click. This is a common mistake made by ordinary internet advertising companies: having every ad send visitors to the website’s home page. Alternatively, when your ads lead visitors to the type of relevant, high-quality content they are looking for, your quality score improves, driving down cost per click and leading to higher profits for your business. Indikon will point each of your ads to the most relevant content on your website to improve this metric as well as your conversion rate.
Performing Exhaustive Research
Keyword research is arguably the most important step of creating a successful internet advertising campaign. While ordinary media companies may complete this step, extraordinary marketing companies know that there’s no such thing as “finishing” keyword research — growing and refining your keyword list is a continuous process. Indikon does in-depth, ongoing keyword research to identify thousands of highly valuable, highly relevant, and highly specific keywords that could drive traffic to your site at very little cost. These “long-tail keywords” are more detailed and less common (and, therefore, less competitive and less expensive) — and are also often more likely to convert website visitors into clients.
Providing Daily Oversight
Maximum PPC bids across your industry update in real time, so it is important to have a professional PPC management company overseeing your account every day. Indikon’s PPC account managers continuously monitor cost-effective bids for each keyword, making refinements to your campaigns as needed to ensure your budget is being spent as effectively as possible.
Being ranked higher online is essential to your business’ marketing success. When you’re trying to get your website to climb above the competition, you’ll naturally want to take the most effective, direct route possible — and Indikon can lead you there. With an extraordinary media company, internet advertising can be an extremely effective part of your digital marketing strategy.
Please contact Indikon to learn how our PPC management services can take your business to new heights.