PPC: When to Use it and What to Say

PPCWhen it comes to search engine marketing the two big players are SEO (search engine optimization) and PPC (pay per click). SEO focuses on gaining website visibility through high rankings in the organic search results while PPC focuses on gaining website visibility through paid results listings.

So, what’s better? SEO or PPC?

We don’t believe that’s a fair question. Both SEO and PPC have value. And when they’re strategically combined, great things can happen.

When a PPC Campaign makes Sense

At SonicSEO.com, we believe the foundation of any solid Internet marketing campaign is SEO. It provides lasting results and a strong ROI over time.

So, when does it make sense to add PPC to the mix? Two of the main reasons include:

You Have a New Site

PPC is a great way to get noticed fast. Whereas SEO is a slow-cooking process that yields strong long-term results. If you’re counting on your new website to get noticed quickly, using PPC while your SEO has time to marinate may be a good solution.

You’re having a Special or Promotion

Since SEO takes time to see results, if you have a time-sensitive special, discount or promotion you’re running, PPC may be a great way to get the word out and get noticed fast.

Of course, PPC ads can also help you test landing pages and keyword phrases as you continue to grow your overall Internet marketing strategy.

So, What do you Say in 95 Characters?

When you’ve decided that a PPC campaign is right for you, next comes the challenging task of creating compelling copy—in 95 characters (yup, that’s less space than a tweet)!

While the character limit may feel intimidating, you can pack a lot of punch if you craft your words carefully.

How do you do that?

Well, there really is no definitive answer. But there are some general guidelines to follow:

First, make a list of the features and benefits of your product or service. Features are those things that describe your product or what it does. Benefits are those things that describe how a product or service is going to positively impact a person’s life.

Once you’ve made a solid list of all the features and benefits of your product or service, take the time to understand your audience. Why would someone need your product or service? What is the impetus that is driving people to seek your product or service?

Based on your audience analysis, determine which benefits would be best to highlight in your ad and which features need to be included. Keep in mind that attention-grabbing, effective ads often emphasize benefits over features.

Finally, make sure your ad is compelling, that it meets a specific need and calls people to take action.

Generally, it’s a good idea to craft a couple ads about the same product or service and test them to see which one generates a stronger response. Learn from it and continue to build on your knowledge of what works for future ads.

Of course, if you’re having trouble coming up with the language for your ad, we’re here to help! Just contact us. J

Under the right conditions, combining short-term solutions (PPC) with long-term solutions (SEO) can help you yield the results you’re looking for from your search engine marketing.