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Should your business invest in PPC?

shutterstock_696199765PPC (Pay Per Click) offers a great way to promote your business through online marketing to reach prospective customers. It offers a new dimension to your overall marketing strategy that traditional marketing does not offer. Both Google Adwords and Bing Ads ( offer great potential of increasing your online visibility and increasing sales.

PPC means that you only pay for clicks not impressions, which are a lot more valuable. Bear in mind though that even if someone has clicked on your advert it doesn’t automatically mean they will buy from you, but it certainly helps your business to be promoted and increase your brand awareness.

Before you embark on a PPC campaign for your business here’s a few things to be aware of.

Know and agree your goals

There are many different reasons why companies use paid advertising, for instance they can be used to drive people to a website and specific pages, sign up for a newsletter or buy a specific product. Before you do anything, you must agree what you are trying to achieve. This will allow you to set goals, measure your results and change things if you are not getting the results you expected.

Set your budget

Setting a budget is crucial for any campaign. You must understand how much margin you have for any products you are trying to sell or if you are trying to promote your brand awareness how much of your marketing budget you are happy to invest each month. You can use this margin calculator to help work out your budgets: After your adverts have run for a few weeks you will be able to tell easily which ones are working and which are not and change them accordingly.

Review your website

Before any adverts go live make sure that your website can support the call to actions that visitors will be using to come through to your landing pages. If you are asking people to complete a form when they land on your website, make sure the form works, can be filled in and that you are receiving the form once it has been sent otherwise you won’t be able to contact them and could lose vital leads. If you are pushing a product, review the basket and checkout functionality, check they work smoothly, and people can pay for the items. Sound obvious? You’d be surprised at how many transactions get binned at the last moment because people can’t do what they want to do.


shutterstock_393185326If you are going to start using online marketing, you must have someone dedicated to the role that understands paid advertising and how it can used to ensure the best ROI for your business. If you do not have a team member that can support this function within your business, you can easily outsource this part of your marketing to a reputable digital marketing agency like Big Group Insight. They will have a dedicated Paid Team who will have the knowledge and experience to ensure your campaigns perform, deliver the results you want and get you the best return for your money.

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