In this digital era, marketing isn’t just about catchy radio jingles or stunning billboards. It has coalesced into a more powerful, all-encompassing world that lies within the brilliance of screens – yes, we’re talking about digital marketing. In this interconnected world, drawing potential customers towards your business has become easier with digital marketing tools like Pay-Per-Click (PPC) advertising & Search Engine Optimisation (SEO). Being clear on these fundamental concepts can immensely help businesses based in the UK, and globally, to optimise their online presence and revenue.
The Fabric of Digital Marketing
Digital Marketing is a huge umbrella under which a plethora of strategies lie. From content marketing and social media networking, to email marketing and affiliate programs, the list is bound to change and expand as technology evolves. However, two of the most effective strategies that have been steadily thriving are PPC and SEO. Let’s have a closer look at these.
PPC – Pay to Be in the Spotlight
Imagine being able to place your advertisement right in front of a prospective customer who is actively seeking the products or services you offer. PPC does precisely that, you pay a fee each time your ad is clicked by search engine users.
Why is PPC Important?
In a word: visibility. Despite having an attractive website and top-quality products or services, you might not get a decent amount of site visits without the right exposure. This is where PPC comes in, particularly Google Ads. Google is the largest and most popular search engine in the UK, with a whopping 87% market share. A well-planned PPC campaign using Google Ads can get you to the top of the search results page faster than you can say ‘digital marketing’.
How to Create an Effective PPC Campaign
Successful PPC campaigns involve good planning, sound knowledge of Google Ads, consistent tracking and, of course, the right budget. Here’s a basic breakdown of the steps involved:
- Understand your target customers
- Research and select the right keywords
- Group those keywords into campaigns and ad groups
- Set up PPC landing pages
- Track and refine your PPC campaign as needed
SEO – Play The Long Game
Where PPC can get you instant visibility, SEO is about strategically elevating your website in the search engine’s unpaid results, or ‘organic’ search results.
Why is SEO Critical?
While PPC sees you paying for every click to your site, SEO traffic is entirely free. This is crucial for smaller businesses and start-ups that have limited marketing budgets. Furthermore, studies have shown that organic Search Engine Results Pages (SERPs) generate 20 times the traffic of paid SERPs.
SEO Strategies for your Business
- Optimize for Mobile: With mobile searches surpassing desktop in the UK, ensuring your website is mobile-friendly is vital.
- Local SEO: Nearly a third of mobile searches are location-based queries. Detailed business information in business directories and geographically targeted keywords can improve your local SEO.
- Great Content: Regular production of engaging, informative content that uses your defined keywords can greatly improve rankings.
In Conclusion
The digital landscape is ever-evolving and keeping up can be challenging. However, a deep understanding and effective application of digital marketing, particularly PPC and SEO, can make the ride smoother for your business. By mastering SEO, your website could become the gift that keeps on giving, bringing in steady, free traffic. Meanwhile, PPC could be the power boost you need, shooting you to the top of search results in an instant. Used symbiotically, they could be the perfect tools to make your business flourish in this digital era.
With the right plan and strategy, digital marketing, PPC, and SEO can significantly help businesses to promote their products/services and eventually, increased their profitability scale. Remember, it’s a marathon, not a sprint – so keep refining your strategies and stay on top of trends, and you’ll be sure to see success.
If you’d ever find yourself needing professional advice on creating effective digital marketing strategies tailored for your business, feel free to reach out to those renowned for their expertise in the field. Your business’s success lies at the other end of a well strategised PPC and SEO campaign!
Creative storyteller adept at crafting premium, engaging content across platforms. 7+ years translating innovative ideas into compelling blogs, social posts, emails and beyond.