Using Pay Per Click For Online Reputation Management

Have you ever taken a financial consideration to your reputation management opportunities? Many people do not, but business owners should at least consider it. You can typically run a PPC, or pay-per-click, ad campaign and boost your reputation because the campaign puts you at the top of the page, depending on the keywords you choose. This can help boost how people perceive your brand, and improve your conversions with customers.

Business owners often set up their website, put up some social media, and sometimes respond to those posts as a way to manage their reputation. While those aspects are all important to creating a trusted reputation, you have more options than that. Here at PPC.co, we want to teach you different ways of boosting your brand. Something as simple as a PPC ad campaign can help you reach your audience, bring in more profits, combat poor reviews, and help your brand appear as a top contender in your industry.

Landing Pages Are Essential For Truly Successful PPC Campaigns

While you can still be successful with your website for a PPC campaign, experience and time has taught us that the best campaigns have visitors go to landing pages. It gives people a view of exactly what they want without any distractions. It also provides a boost to the quality of your campaign. Each PPC ad you put up receives its own grade. The grade determines how high-quality your ad is. The factors that determine your grade include:

• The click-through rate, or CTR, of your ad
• The quality of the text within the ad
• How relevant each keyword is to the group of ads you are using
• The quality of the landing page the ad takes people to

If you get a really good quality score, then you will pay less per click on your ad. Those with low scores pay more per click and end up with fewer clicks for the same budget. The goal is to ensure that Google can easily give you a high score because you have shown to be the solution that searchers are looking for. The more relevant you can make your landing page, the better return on investment your PPC ad campaign will provide.

WARNING: PPC Works Both Ways

It is important that people understand PPC can help or hinder your online reputation. If you do not have a good reputation to start, you may struggle to boost your reputation with pay per click ads. When a company wants to run PPC ads, they need to consider their starting point. PPC ads can increase or decrease your online reputation. You may already have a bad reputation and not even know it, so researching before you run a campaign is important. You may have problems like these in your past:

• Negative reviews
• Bad press or news stories
• Long gaps between reviews

By taking simple steps to improve your reputation before starting your PPC ad, you can maximize how people view your brand. Going into an ad campaign blind could end up being a hit that your company simply is not ready to take.

Putting PPC Into Your Reputation

Most people see PPC and think ads to bring in new customers. They know that a user will see the ad, and they pay for each time that ad gets clicked, hence the name. However, there is more that goes into PPC ads. You are boosting how much traffic goes to your website with these ad campaigns. This can boost your visibility, and it can provide new opportunities for positive reviews from these new interactions.

PPC Can Boost Your Online Reviews

Another benefit that comes with using PPC ads is having an increase in online reviews. Many different studies have shown that people love positive reviews when it comes to feeling like they can trust a company. The more positive reviews a company has, the more people innately trust it. If you use PPC ads, then you are more likely to also get some online reviews from your happy customers. This can boost how many online reviews you have, and also boost your overall reputation. This is a great way to bury old negative reviews, or to start off a new brand.

PPC Gives Your Business Attention

When you opt to pay for a PPC ad, people are going to see your name more often. This increases the perception that your brand is at the top of the industry, even if your reputation is lacking. Watching your reputation, especially online, is vital to your company’s success. However, a PPC ad can make a huge difference in getting noticed. You need to put many things into your ad campaign for it to be successful, including:

• Organized thoughts and key phrases
• Most relevant keywords possible
• Research on your competition and your target audience
• Website or landing page design and optimization

Take note that as a business owner, you need to target your PPC ads to the best audience possible. Truly look at who your ideal customer is. Picture in your head the one person who would benefit most from what you have to offer, and take the time to cater your ad just to them. Others who have the same needs will resonate with the ad, but you will come as close as possible to your target audience with this exercise.

Those that take the time to prepare for a PPC ad will likely see better returns on their investment than those who jump into the process without doing the grunt work. To some it may be too time consuming, but for most, it makes sense. Make sure you do everything you can to prepare first, if you truly want your PPC ad campaign to be successful. If you are simply too busy, then make sure you reach out to the right professionals. They can ensure the ad goes as smoothly as possible.

A PPC Ad Campaign Can Improve Your Credibility

Another aspect of your business’s success is how credible potential buyers see you. It can take a lot of time and energy to get that first sale, and there is no guarantee it will get easier after that. Instead, what you want is to get your company known as quickly as you can.

Since SEO, or search engine optimization, and PPC are so inter-connected, you need to consider both when it comes to being seen, and most importantly, being seen credibly. When you appear at the top of search engine results, people often assume your company is more trustworthy because they know it takes work to get to the top of the page.

Let’s face it, most people have no idea what goes into SEO (not even all SEO gurus do, for that matter), but they understand it does not happen easily. So, if you got there, you must be doing something right. This makes them see your company as one they are more likely to trust. Once they trust, they can see themselves buying from you. Then, you get referrals from happy customers, and your business continues to grow.

Coming across an ad during a search for a necessary product or service often sticks with the customer. They may think about that purchase for a few hours or days before making it. If you have an ad that stands out, then your brand will be living in their brain rent-free. When they are ready to buy, then your name is going to be what pops into their mind first. This all has to do with the credibility that they feel due to seeing your ad up at the top of their search results.

Paid Content Done Right Can Improve Your Online Reputation Management

As we said, SEO and PPC are great partners. However, you also have to keep in mind that a lack of SEO can also hamper long-term PPC ad efforts. You need to work up both at the same time to maximize the effect. Your brand is creating an image that customers are going to see. This is going to be their first impression. Make sure that you give people an experience they are going to remember positively when they come to your website or landing page.

PPC is not just a guessing game. There is a science to it. Learning how this complex process works gives you an edge. However, learning the entire process is both time-consuming and difficult. The best chances you have to getting the most out of your campaign (both in terms of return, and in terms of reputation boost) is to lean on a PPC professional.

Wrapping Up

PPC is typically known for having high conversion ratings. However, it must be done right to boost your brand and your reputation. You do not want to make simple mistakes that could result in your ads being isolated in the eyes of your customers. Set your brand down the right path by making sure their first impression is powerful and work to keep it that way. Use PPC ad campaigns to help get noticed, boost how people perceive you online, and keep growing online. Using a combination of short-term plans and long-term strategies can give your business the growth you are looking for!