Continuing with the second of a three part series surrounding marketing skills you should master in 2017, I’m picking back up with pay-per-click ad units, or PPC for short. In my previous post I mentioned the importance of building up your company’s SEO base. While that may take time, PPC can be a relatively easy way to pivot your marketing strategy in the short-term in order to boost sales for your business.

Pay-Per-Click (PPC)

Compared to SEO, PPC gets a little more technical and requires a solid understanding of Google Analytics. It’s highly recommended that anyone seeking to turn this into a full-time project get certified in Google AdWords. This will make it much easier once you start launching marketing campaigns of your own.

Google AdWords is crucial for PPC success

To summarize PPC in one sentence: it is the strategy of using popular key words to drive website traffic. While competitive, the payoff can certainly be worth the investment. As mentioned in the previous post, pay-per-click is most effective when used in the initial phases of building your SEO. That can take from 4-6 months on average, so having a good ROI strategy would be advised.

Mastering both Pay-per-click and Search Engine Optimization can be a great start to your business succeeding on the web. However, understanding these concepts is not enough. One must apply this knowledge by either becoming a Content Manager themselves, or knowing who is best to hire for that new role in their company.

PPC is built around popular keywords

In the final post of the series, I will discuss Content Management and why it’s essential for getting your business in front of thousands of more people.

Click here to learn more about Pay-Per-Click advertising and how it can help your business grow. Also, don’t forget to check out Google’s own AdWord blog for news and updates.

-Mitchell S