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When it comes to your business online, Google advertisements are a necessity. Not only is this modern form of advertising popular and relevant, but it is also one of the most reliable and revenue-generating options for online businesses. In order to successfully manage your business in the modern age, it’s important to understand the different types of advertising campaigns and how they can be used. Here’s how to determine which type of Google advertisement works best for your business and how they work.
How Does Google AdWords Work?
Google AdWords is a type of advertising that recognizes the importance of keywords and Search Engine Optimization. It can help your business attract more visitors to your site, increase online sales and harness customer loyalty, while helping you reach the right audience for your business. AdWords works by advertisers bidding on keywords in order for their ads with clickable links to appear in Google’s front search results. The efficacy of Google AdWords depends on the relevancy and frequency of the keyword. Google AdWords can be an effective type of advertisement for many types of businesses as long as the business choosing strong keywords associated with the correct ads. It can be used both globally and locally.
What Is Pay-Per-Click?
Google AdWords uses a PPC (pay-per-click) component, which is an important aspect of choosing the right, relevant keyword. PPC is a form of internet marketing where you or your advertiser will pay a fee each time a specially designed PPC ad is clicked by a user, basically buying visits to your site. When people click on your ad, Google clocks this as relevant to their needs, which in turn determines the ad’s quality score. If your score is high enough, you’re more inclined to get better ad positions along with more impression and increased clickthroughs.
What Is Pay-Per-Call?
On the other hand, there is pay-per-call, which is an alternative marketing component that could be better suited for your business. Often cheaper and more reliable than pay-per-click, it works as a type of performance marketing that allows marketers to conduct calls, advertising the services of your business. Similar to the pay-per-click platform but instead, this type of advertising tracks calls rather than clicks and conversions. The goal of pay-per-call is to drive calls from potential customers to connect over the phone with you or an agent, making it feel more personal, especially when targeting local consumers. These prospective customers are referred to as “hot leads” because they called the number for more information, implying interest on their behalf.
Generally, home services benefit from pay-per-call advertising because they are local and often time-sensitive (as in, the demand is immediate but not consistent). Examples of these types of campaigns include anything from emergency plumber, electrician, locksmith, tow truck to dentist or a lawyer. If the product or service you offer can be booked over the phone, pay-per-call can be the ideal campaign for your business.
It’s therefore important to understand the different types of advertising that is available to choose the best type that suits your business model and its needs.