Use PPC to complement other (non-paid) SEO strategies.Try local search ads to increase local business.Include ad extensions in your PPC advertising.Use paid search to increase seasonal traffic and sales.Refine your PPC strategy based on data.Determine an effective (and realistic) PPC budget.
Optimize your site before investing in paid search. In this guide, we’ll outline the following tactics: Particularly because paid search can represent a significant upfront monetary investment, you want to ensure success. Related: How to get backlinks to a small business website 8 tips for strong returns on PPC ad spendĮvery business owner wants to see the ROI for marketing efforts, and PPC ad spend is no different. Whereas PPC campaigns can render much quicker results (but of course, with a cost). Especially with new businesses or websites, it can take years to naturally rank for desired searches and target keywords. To rank organically you need to develop valuable content for your site, earn backlinks, build DA and focus on several other factors. As an advertiser, you only pay when a user clicks on your ad. Search engine advertising is a strategy built around the PPC model, which lets you bid for the top search engine ranking for a given keyword or key phrase. Related: Beginner’s guide to search engine optimization What is PPC? LSA: Local search ad and also local service ad, see section #7 for further info on this double acronym. CTR: Click-through-rate, a metric that measures the number of clicks per impression that your ad receives. CTA: Call-to-action, a button or phrase with a targeted link, intended to get an immediate response. The higher your score, the higher your rank on the SERPs. DA: Domain authority, a search engine ranking score on a scale from 1 to 100. SEO: Search engine optimization, an umbrella term that covers internet marketing tactics that help you get your website higher in the SERPs. SERP: Search engine results page the resulting websites that a search engine (like Google or Bing) provide from a user query. CPC: Cost-per-click, the actual price you pay when someone clicks on your ad. PPC: Pay-per-click, a form of search engine advertising, where a business creates an ad based on a keyword or phrase and only pays when a user clicks on their ad or call-to-action (CTA). 
Related: 30 online search and SEO stats to blow your mind Glossary of paid search terms and acronymsĪs we dive into the seemingly complex world of search engine advertising, let’s define a few key terms and acronyms to ensure we’re all on the same page. Instead of shying away, get informed on how paid search works and try the following paid search tactics to get the most bang for your buck. At first glance, PPC can seem like a complicated, pay-to-play system.
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