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Pay-per-click (PPC) should be part of a comprehensive digital strategy to generate meaningful website traffic, promote content and increase quality leads and sales. To see a good return on investment (ROI) on your PPC strategy, you need to advertise on the right platforms, optimize for the right goals and allocate a proper budget.

Platform
You can advertise on a number of different platforms, but the most popular are Google Ads and Facebook/Instagram. Within each platform, there are multiple types of ad options. For example, Google offers search, display, shopping and video ads while you have the ability to boost Facebook posts to reach a wider audience or use their Ads Manager to create targeted sponsored ads. Our experience is that most see the best ROI when they use a combination of both platforms with a variety of different ads optimized for specific goals.

Goals
Part of creating a powerful PPC strategy is identifying specific goals you want your ads to accomplish. Sometimes it’s best to focus on raising brand awareness, while other times you want to run ads that will have people calling your business. Before deploying a PPC strategy, make sure you know what you’re hoping to accomplish and which type of PPC ad makes the most sense to meet those goals.

Budget
You don’t always need to have a significant PPC budget to see quality results. Your industry, location and competition will dictate how much you can expect to spend per click and you’ll need to set weekly or monthly budgets accordingly. It’s also important to note that your budget could fluctuate throughout the year—especially if you’re in a seasonal industry.

PPC will drive traffic to your site and can help you connect with clients; however you need to be optimizing campaigns by constantly testing and analyzing results.

Want to learn more about how to optimize your PPC strategy?
Contact an idig Marketing sales representative to schedule a call.

Remember, PPC should be one part of your overall digital marketing strategy. To maximize reach, you need to have a comprehensive plan that also includes content marketing, conversion optimization and social media management.

idig Marketing is a full-service digital agency that generates meaningful website traffic and drives high value leads to your organization. By optimizing organic content with paid advertising our custom methodology includes hosting, eCommerce and online security.

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