Lansing Pay Per Click Advertising Company

Pay-per-Click Advertising in Lansing

Even just within Lansing, there are already several companies offering digital marketing services. But when you’re running a business and hoping to engage in pay-per-click advertising, it’s critical that you find a partner with extensive experience and expertise in the medium.

The best PPC marketing agency shouldn’t just be knowledgeable in pay-per-click advertising. They should be capable of employing strategies to help your Lansing business get the highest returns on your advertising spend. So before you make the critical decision of hiring a PPC company, consider what you know about the digital marketing medium, what your business needs, and what to look for in a partner to achieve those goals.

PPC Marketing Basics

PPC marketing is the strategic practice of driving traffic to an online business using pay-per-click advertisements. Using this medium, advertisers incur costs based on engagement (i.e. clicks) rather than time (i.e. monthly). When used with purpose and direction, it can be an incredibly cost-effective way to attract customers and, consequently, boost online revenues.

PPC advertising was initially a way to instantly boost your rankings on search engine results pages. Generally, it involves selecting keywords you’d like your website to appear for and then setting a budget for each. Complex search engine algorithms then determine when to display your ad and how much you actually pay for every click. Today, the pay-per-click model is used on platforms beyond the search engines, including social networks as well as countless websites and blogs.

On the surface, pay-per-click advertising might seem simple enough. However, the ability to run successful PPC marketing campaigns relies heavily on intensive keyword planning and clever bidding strategies. It also involves a variety of other crucial tasks, like writing powerful ads despite the limitations and designing landing pages that actually convert. In the end, the success of a PPC marketing campaign shouldn’t just be based on its own metrics but its total contribution to the online revenues of your Lansing-based business.

PPC Advertising vs. SEO

SEO stands for “search engine optimization” and is generally considered as a digital marketing essential for any online business. As the name suggests, it involves the use of several tactics to make your website appear at the top of search engine results pages for relevant search terms. Unlike PPC, SEO drives free traffic. However, it happens over a period of time and through cumulative, highly technical efforts.

In contrast, pay-per-click advertising drives traffic instantaneously. You gain web visits as soon as you set up your campaigns, and you’re practically limited only by your budget. Although SEO is admittedly the better long-term solution, it can’t beat PPC marketing in terms of immediacy.

PPC is especially useful for newly launched businesses trying to gain awareness or for ecommerce sites needing to promote limited-time offers. Furthermore, pay-per-click ads on search engines appear above all the other results, so it’s often the best way to dominate specific search terms.

Benefits of Hiring a Lansing PPC Marketing Agency

Whether you’re targeting an international audience or one that’s limited to the state of Michigan or even just a small group within Lansing, it pays to hire a pay-per-click agency that can work closely with you to achieve your marketing goals. Specifically, you should benefit from their expertise in the following services:

• Keyword Research – Determining which keywords are not just relevant to your business but will bring cost-effective traffic to your site.
• Ad Development – Creating advertisements that are effective in engaging audiences enough for them to click through.
• Landing Page Design – Making sure that PPC audiences are led to functional and visually appealing pages that achieve the highest possible conversion rates.
• Split Testing – Systematically testing different ads and landing pages in order to objectively determine the most effective versions.
• Remarketing Campaigns – Identifying audiences that have already shown an interest in your business and launching campaigns specifically to reconnect and re engage them.
• Additional Campaigns – Developing smaller advertising campaigns to maximize opportunities that can boost revenues for particular products or from specific locations.
• Customized Reporting – Recognizing what data sets are most important to your business and reporting PPC campaign results accordingly.

Choosing a Pay-per-Click Marketing Service in Lansing

What to look for in a PPC marketing agency for your Lansing business is practically the same as you would elsewhere. The key is asking the right questions, digging deeper into the company’s ability to fulfill their promises, and how their services affect you and your business.

Although you might have needs that are specific to your Lansing-business, here are some of the most fundamental questions to ask when hiring a pay-per-click marketing service:

• Will a dedicated PPC specialist be assigned to your business? Ideally, someone will be working on your account full time or at least monitor the performance of your campaigns on a daily basis.
• Does the PPC marketing company understand your business? Determine whether the agency has a one-size-fits all approach to digital advertising. Work only with a company that is willing to learn about your business and understand your goals.
• How much involvement is required from your company? Some agencies have full-service offerings while others handle only certain aspects of your campaigns. Make sure you understand how hands-on you need to be when hiring a specific company.
• How transparently do they work? Ask about how they report essential information regarding your account. That includes how budgets are used, what results are achieved, and what should be improved.
• How much experience do they have with this medium? Ask them about campaigns they have completed, especially if they’ve handled businesses similar to yours.
• How are they paid for their services? Learn about how they expect to be compensated and how much for. Some companies have fixed management fees, while others are paid as a percentage of your advertising budget.
• How are contract terms determined? Find an agency that you can retain based on performance and not because of a long-term contract.
• Who owns the work developed under contract? Engaging in PPC advertising involves the development of several digital marketing assets, including ads and landing pages. Make sure your business owns rights to all those assets even after your contract has ended.

Although you can probably set up pay-per-click advertisements on your own, hiring a competent PPC marketing agency to handle that for you helps you ensure a higher return on your digital marketing investment. However, it’s critical that you find a partner that isn’t just experienced in PPC but will also work collaboratively with you to achieve the specific goals of your business in Lansing. By entrusting your traffic generation requirements to a digital agency with a proven track record in social media advertising and search engine marketing, you can spend more time focusing on other critical areas of running your Lansing-based business.