Small businesses need the internet to grow. This statement is not in dispute. Whether a business is a small independent e-commerce concern, or a local favorite, getting your presence out there requires some form of digital advertising and a solid campaign strategy. Fortunately, digital marketing is accessible to small businesses to help generate traffic, conversions, and leads. However, it’s still a wild and woolly internet out there and finding the right company to work with can be a shot in the dark unless you know what to look for in a digital marketing company.
Pay-per-click or PPC advertising is one of the most significant developments in digital marketing. Your company’s ad is placed on third-party websites who then get a fee for every click through to your company’s site. This is an efficient way of tracking which sites gain the most clicks and the most conversions.
Pay-per-click services also spread awareness of your brand to people who might not otherwise see your website or social media pages, have a spot on your email list, or drive by your brick-and-mortar location. Pay-per-click does have its detractors who claim that it is not an organic method of growing your traffic, however, it is an effective and economical one especially when you consider the cost of traditional advertising – either on paper or digitally – which gives you no way to track who sees and acts upon your ad.
The old saying goes that if an offer is too good to be true, then it probably is too good to be true. Unfortunately, digital advertising has its scammers who look for unwary businesses without much knowledge about digital advertising in general and pay-per-click-services in particular.
One was recently knocked down by a joint action from the Department of Justice and Google, resulting in eight arrests. The scheme infected as many as 700,000 computers with malware and delivered completely worthless clicks via a botnet. Another brewing scandal is taking shape on Google’s play store where multiple applications have been found to hijack Android phones and turn them into a fake click botnet. These kinds of scams are designed to use up a company’s budget without ever delivering a single legitimate click.
Work with an Established Company
When you look past the promises of phenomenal results, dig a little deeper when it comes to choosing a company to operate your PPC advertising. Fasturtle Digital has nearly two decades of digital advertising experience and offers services that cover everything from your website to multipronged digital advertising campaigns. Get in touch today for a free website audit and work with award-winning professionals for the long game results you need.