Using PPC to Target the Right Customers

Pay-per-click (popularly known as PPC) is a form of Internet marketing where an advertiser pays a fee to the website each time an ad is clicked on. It is an indirect way of buying visitors. The advertiser is charged only when a visitor clicks a particular ad. It is a new form of promoting products and services. In PPC marketing, a website makes use of search engine advertising for generating clicks on a website. The sponsored ads that usually appear at the top of pages are the best examples of using PPC.

Digital channels try to connect with the audience on a personal level. They give out information regarding the product or service in the most elaborate manner possible. Thus, strategies such as PPC help leverage online content. This form of marketing benefits advertisers, search engines and searchers. Google ensures that PPC ads meet user needs. Thus, it gives the user what he/she is searching for. It solves multiple purposes with just a single click and is rewarding too.

Each and every business, whether a small-scale firm or a medium enterprise, would like to know more about their customers. A reputed Internet marketing agency can be instructive on PPC benefits and practices. Such agencies can provide demographic data and additional insight on the behaviour of online audiences. They categorise various types of customers according to likes and practices. Some online customers visit certain pages for information, some prefer watching videos and the rest spend a lot of time browsing and visiting several websites.

Social networking websites are targeting PPC channels, as these channels have become a popular form of online advertising. Any SEO company in Mumbai will agree that social networking gives businesses an added advantage to stay ahead of the competition. Some other targeting options are field of study, company size, job title, company name, age, gender, years of work experience, etc. The use of PPC can target customers as follows:

• Customer match – An Internet marketing agency can help identify relevant customers and advertisements suitable for the website. This helps bring in traffic and increase online viewership.
• Search campaigns – Keyword bidding helps to place ads in effective locations. If a website has informational content, the right keywords would direct customers to landing pages.
• Display advertising – Many websites have pop-ups or videos on the side of the page. These are meant to give out that extra piece of information. It is not only interactive, but also attention grabbing.

The key to keep customers glued to a particular website is a strong hold on SEO content. Well-written content can help visitors return repeatedly to the same website. Also, some search engines have reliable information about people who actively research and compare products online. There are people who show interest in a particular product but do not buy it. Here, a search engine can use remarketing strategies and engage with the same audience at some other time.

Those providing PPC services must exceed client expectations. Targeting options should create a good balance between the quality and quantity of clicks. Thus, location, device and remarketing strategies should be targeted. All of these allow the right people to be targeted at the right time.

Bal Rai is an Internet Marketing Consultant at eTrack Media, a leading SEO company in Redditch, UK.