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    Article provided by: Unit Scientific

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    The Role Of PPC Advertising

     

    PPC advertising can be challenging. Most businesses can’t afford to solely rely on PPC advertising. It’s too expensive, and bid
    amounts inevitably climb. But pay per click can fill a few important roles:

    • Campaign and issue-based efforts
    • Direct response business
    • B2B awareness around niche terms
    • Product listings
    • Retargeting

    Even though the ROI on PPC can be fairly low on average it is not something that should be completely abandoned.

    MODEL OF PPC ADVERTISING

    Profitable Pay Per Click Requires A Perfect Blend Of Mathematics And Strategic Planning. Advertising online is a multi-billion dollar industry and a strategy used by all major life science companies.  We can give you the same advantage with a simple formula-

    Track Conversions

    Using UTM parameters on links allows for tracking where traffic is coming from and setting up conversions with Google Ads allows for easy quantification of ROI.

    Manage Your PPC Dollars: Set a Sensible Budget

    The issue with PPC is that it costs money no matter who clicks on your ad.  This is why it is always best to run experiments with micro budgets to determine which ads are performing best.  Invest more in the winners and suspend the losers.

    Find Niche Keywords: Long-tail Keyword Strategy

    As mentioned above, it costs money for every click.  This is why using long-tail keywords is a great way to ensure the right people are clicking.  Think about the problem your prospective customer is trying to solve and create a keyword strategy around it.

    Good Writing: Don’t Ignore It

    We have found that good content writing for life sciences can be difficult.  There tends to be an inclination for most companies to state the features and benefits of the products.  The actual method to do this well requires developing archetypes for your different customers and speaking to them directly.

    Unit Scientific’s Position on PPC Marketing

    The goal of any business is to grow its organic traffic. There is no cost for anyone clicking on links that are placed on other websites or displayed on search engines. However paid traffic, like PPC, is a way to determine if the keywords you are focused on are driving traffic. It also helps you identify the type of traffic that is coming from said keywords. There is also some value in doing PPC for your brand name so your competition does not come up first on the list when someone searches for your brand specifically.

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