This article is part one of a series of five posts on the basics of online marketing for small business. The series is designed to inform and empower small businesses about their online marketing options and give them the confidence to explore the potential growth opportunities that are available through online marketing.
Often SEO and PPC are approached with separate strategies. And while they are dissimilar in many ways, it is still important to remember that they are part of the same domain: search.
Successful online marketing strategies are centred on one simple proposition - to acquire qualified traffic and then convert this into sales. Therefore, it's important that once traffic is acquired that it also converts.
If your business is running a pay-per-click campaign and experiencing low click-through rates and conversion rates your ad copy is likely the problem. PPC ads have limited space to work with, so you need to use the available character space wisely to create ad copy that attracts clicks and leads to conversions.
Pay per click (PPC) marketing and Google Adwords is firmly entrenched as a viable online marketing method for a wide range of businesses. New advertisers are coming on board fast, but quickly learn that it's not as easy as first thought. There are a number of gotcha's to look out for.
With a well thought out campaign, PPC advertising can provide the convenience of being able to turn website traffic on and off like a faucet.
Before you jump into search marketing that you have to pay for, make sure you're covered for free in the two most important areas for every small business.