If you’re looking for a quick way to scale inbound leads for your information technology business, PPC (or pay-per-click) advertising might be right for you. If you were to compare organic search engine optimization (SEO) to digging a well, PPC is like hooking up to city water - it’s fast, but you do have to pay for the flow.
Pay-per-click advertising, specifically Google AdWords, is just that - an advertising model that allows you to pay per click (or visitor) to your IT company’s website. PPC allows you to bid on particular keywords and ad placements based on your specific business goals. For example, if you were trying to scale your server administration clients, you can bid on “server administration services”, “server administration company”, etc. within a defined geographic location (e.g., 30 miles around your office). If your campaigns are well-designed you can easily measure ROI, and scale your advertisements as desired.
Ads in a search campaign appear in Google search results when people search for terms that are relevant to your ad’s keywords. For example, a search campaign allows you to show an ad to potential prospects right when they’re searching for "IT service providers."
With a display campaign, your advertisements are matched to websites or apps that include content related to your IT business. There are a variety of ways to define display placements, including topics, audience, demographics, and keywords.
Whether you’re looking to generate more leads and increase sales, or attract new talent, PPC advertising can help streamline your efforts.
You can reach potential clients on relevant websites across the web. From search campaigns triggered by search queries, or contextual targeting on the display network, PPC advertising allows you to control when and where your ads display.
Google AdWords provides an enormous amount of data which makes it easy to measure your return on investment. Everything from leads generated, conversion rates, average costs per lead - down to the specific keyword or ad placement.
With Google Adwords search campaigns, your IT business can be found exactly when a potential client is searching for the services you offer. That’s a win for the client, and you!
Unlike SEO, PPC allows you to control exactly when and WHERE your website is displayed. Depending on your business goals, you can target the global marketplace, or just a single ZIP code.
With PPC advertising, you set your own budget and your costs depend on what you’re trying to accomplish with your campaigns. Because you know exactly what you’re paying for, budgets can be scaled as needed based on ROI.
Whether your IT business is looking to scale cloud services on a national level, or sell more hardware in a specific local market, a pay-per-click (PPC) campaign can help support those efforts on budget, with measurable KPIs. While no company should rely solely on PPC advertising to generate more leads, a well-built Google Adwords campaign could add strong ROI to your IT company’s marketing efforts.
If your IT company is looking to generate more qualified leads, and develop a digital marketing strategy designed for long-term growth, contact OptimWise today to learn more about our inbound marketing campaigns designed specifically for IT service providers like you. OptimWise can operate as your outsourced marketing team, or work collaboratively with your in-house marketing team to build a sustainable digital marketing plan with long-term ROI.