Polls have revealed that more and more people want to avoid crowded shopping malls and fighting off other customers for parking spots. With the glory of the modern technology of smartphones, they can do just that. The trick, however, for your business is to make sure that your website is as accessible as possible.
Where the internet is now saturated with business web pages, that isn’t always as easy as it sounds. One solution is PPC advertising.
Pay per click (PPC) advertising is a tried and true method for marketing your business at both the global and local level. With more and more shoppers browsing the internet to find gifts for their family and friends, having your business be one the first hits on Google is one way to make sure the holidays don’t pass by leaving your retail business unnoticed.
Recently though, Google announced that there were going to be some changes to its PPC system, impacting many of the choices that you would want to make in marketing your business online.
Having a good digital marketing team utilizing your marketing budget wisely is the key to bringing in as much money as you can this holiday season.
The Google Ad Rank algorithm determines where a given ad is ranked. These include the expected click-through rate (CTR), the maximum cost per click (CPC) which is a bid, the landing page experience, and relevance to the search query. Basically, you would bid on certain search keys, and this is very likely to increase your ad rank.
Relevance is the single most determining factor in ad rank, but since there are many businesses that offer the same product or service in any given area, or around the globe, there is going to be plenty of overlap too.
Ultimately, the process of bidding on keywords is what will make or break your ad campaign this holiday season.
Google’s AdWords adjusts the rate for any search key that is more likely to result in a conversion, while search keys that are less likely to result in a conversion, or (for that matter) unlikely to result in a conversion are going to cost less.
Originally, the difference was capped at 30%, but Google announced that it was eliminating the cap on audience and location dimensions.
What does that mean? It means that you are likely going to be paying more for bids on top-quality search queries. It also means that your strategy for targeting queries has to be that much more incisive.
PPC continues to be a worthwhile investment for small businesses
The changes in PPC, AdWords, and Ad Ranking merely mean that smaller businesses need to target search keys that result in conversions more adeptly. With the holiday season approaching, targeting the top ad spot is still one of the best ways to bring more customers to your site.
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