Whilst great content and SEO brings organic search traffic to your website, sometimes that does not act quickly enough to meet business targets. Pay per click online and social media advertising can be a useful addition to any search marketing strategy. It can get your ads seen quickly by the right people, at the right time and in the right place. You can target ads to your specific target personas – whether by gender, age, or even by their interests.
A well-managed AdWords campaign will get your ad shown at the top of Google Search Feed and even on related, partner websites. The purpose is to drive traffic to landing pages that convert the visitor to a lead.
Remember that it is not just about the advert itself. The content of the dedicated landing page that it leads to must also fulfil the expectation of the visitor who clicked on the advert.
Tip: If any previous PPC agency has just linked your PPC ads to existing website pages then it is time to move to Toast Inbound!
Social media has become a huge part of everyday life. If your target demographic use social media – paid advertising can be a great way to promote any campaigns you may have.
Just as for Google AdWords, it is the same with paid social campaigns, you will only pay for the ad once it has been clicked and the prospect arrives on your website.
Example: Almost half of the attendees on a recent Toast digital marketing seminar came through targeted LinkedIn ads.
Paid advertising is a great way to boost SEO efforts. It’s a quick win, if done intelligently, and can generate instant results! Careful analysis of its return on investment is essential though and it is important that you understand exactly which leads come from paid advertising and how likely they are to convert to customers.
The more you understand paid advertising, the more you can use it to throttle up and down your lead generation funnel whilst not getting addicted to it (as most PPC-only agencies would like).
Our experience in pay per click means that we’re able to offer educated advice in what kind of paid search is best for your business. Our goal is to generate leads and new business rather than maximising your spend on advertising.
We’ll set up the campaigns for you (using targeted keywords), pen the ads and direct them to an appropriate landing page that has been set up specifically for paid advertisements. When it comes to a budget, we’re able to help you get the most out of your money, by bidding for the best-suited keywords for your campaigns.
Once the ads are up and running, our work doesn’t stop! Paid advertising is continuously evolving, so we like to be on top of monitoring how your campaigns are performing and make adjustments if felt necessary.
As you create more content that generates organic traffic to your website we may even advise you to pause paid advertising if the RoI is better elsewhere. Now how many PPC-only agencies would do that?
Toast Inbound have the knowledge and experience to ensure the correct balance of pay per click and organic traffic generation. Experience shows us that the performance of different channels varies, with some topics or keywords working better through one channel rather than the other. Our analytics tools ensure that we have full control of both channels and can easily apportion resources to ensure that best use is made of each at all times.
Our track record of successful lead generation activities using pay per click in conjunction with other lead generation activities shows that we have the experience and skillset to do the same for you.
Most of all, we make no commission from paid advertising and so we will always be honest and transparent about its use.