Category: Practice and Marketing Strategy
If optimized properly, PPC (pay-per-click) can generate leads while increasing exposure in search results, according to Ken Vandre, SEM Analyst with consultwebs.com. He notes that the benefits of PPC include setting your own budget, instant ad placement, real-time tracking, and reaching your target audience. Successful PPC factors include selecting your target geographic region, choosing relevant keywords, creating a relationship between your ad copy and the keyword search, and reviewing and making changes as needed to increase your ROI. Having placement in both the paid and organic listings reinforces the perception of a reputable brand to the searcher. Click-through rates, conversion rates, and leads are all higher when both organic and paid listings appear in the search results.