Get your cape on, we’re going to be talking about the superhero of internet advertising
In the world of digital marketing, getting customers to notice you can be difficult amidst all the noise. Now, with the rise of internet use, getting noticed on Google is one of the most
important parts of marketing. Search Engine Optimisation (SEO) might be the long-term goal, but what happens if you need quick results and want to get on the first page of Google’s listings fast? You apply pay per click (PPC) advertising. SEO and PPC go together like pb and jam, like Lois Lane and Superman, like Batman and Robin, and the two should be worked on simultaneously to get the best results.
What is PPC?
Google Adwords, PPC, paid searches – these are all terms you may have come across in the restaurant marketing world, but do you understand what pay per click actually means?
If not, don’t panic, we’re flying in with some help. “Pay per click” adverts are the highlighted boxes that you see at the top or bottom of an internet search engine’s home page. If you type in certain keywords, these ads come up. When you click on them, the person or company who set up the ad will pay the search engine for that action. Some terms are really cheap, whereas others are really expensive. Some (betting sites for example) can be up to £100 per click.
Wait? Why wouldn’t I just work on my SEO?
You can and you absolutely should work on your SEO. However, there are many factors attached to SEO and it can take a long time to move up the rankings, especially if you are a new business or have changed websites. PPC helps you fly right up to the top of the page and appear first for specific keywords. So, you either stick with the hand you’re dealt and work on your SEO, waiting for your natural listings to rise, or do some PPC to optimise quickly.