So if you’re not using PPC to its full potential, you’re missing out on a whole bunch of potential customers and that, we can’t allow. Here’s a few tips on how best to integrate PPC into your marketing arsenal.
When you’re waiting for your SEO to bed in
If you’ve just launched a new website or added a section about a new service or business area, then Google’s very unlikely to index you right away. You’ve just got to settle in and wait for that SEO to take effect. In the meantime, PPC can offer an ideal stopgap, sticking you at the top of the results while you get everything else ticking along in the background.
For seasonal topics or products
There will always be times of the year where you get more requests than others – if you’re an accountant, you’ll get more enquiries when the tax self-assessment is due, or if you’re us, it’s always in January because suddenly, after Christmas, everyone’s thinking about what they need to do for the year. (We’re not complaining about that, honest, but do spare a thought for our account managers in the first week back after the holidays and make your enquiry as detailed as possible.)
If this is the case, then you need to make sure you’re shouting about those services at the right time of year.
Google’s Keyword Planner gives you a breakdown of how much a certain keyword is searched for throughout the year, so you can match that to your own business patterns and ensure you’re prepared to capitalise on that seasonal web traffic.
When your rivals are on the offence
If you’ve spotted your rivals creeping up the search results through SEO, you can’t exactly stop them in their tracks, but you can launch a new ad campaign to guarantee you stay on top. Take that, healthy competition!
If you’re not likely to update your website
Fresh content is absolutely vital for your SEO and without it, your search rankings will keep slipping. If you’ve been a bit lax on the old updates, then it might be worth considering a PPC campaign to make sure you still stay on the front page to start with. Then, you really should start thinking about getting that content updated.
Anyway, we get a real buzz when we see those clicks and conversions pouring in for our client – and no, that’s not the caffeine talking. We just get excited by great results, as anyone should! If you want to make our day, then drop us a message and tell us about your digital plans.