Pay-Per-Click advertising is the centre of all digital advertising methods. Simply, whenever you have an ad for your business on the internet, and you pay only when an client clicks on that ad, you are taking advantage of PPC advertising. The great thing about PPC: You do not pay a dime unless it works. Meaning you only pay when your ad is good enough to drive traffic to your site!
So far, PPC sounds like a no-brainer. However, the challenge that arises is two fold:
Getting clicks is great, but getting clicks from the right people is the goal. This is where the mantra “know your audience” plays a huge role. Say you sell snow plows, if you are only getting clicks from curious folks in Florida, your advertising budget is being wasted. Instead, you should show your ad to only the people most likely to make a purchase. This means not only targeting snowy locations, but also targeting the people that have shown interest in plowing snow. This is called the art of defining your audience.
Finding interested people on the internet is not a difficult task. The real challenge is converting those people into loyal customers. This is where website analysis plays a key role. Analyzing your customers behaviour on your website from landing page to exit page can tell you a lot about your audience. What are they drawn to? Where are they losing interest? The goal is to make your customers journey from landing page to cart as seamless and inviting as possible.
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