Is Pay Per Click Right For Your Business?
Pay per click (PPC) is a model of digital marketing in which advertisers pay a fee each time their ads are clicked. PPC advertising has been on an exponential rise since it was first introduced. And because of this, many business owners are considering making the move. Before you consider PPC for your business, consider the pros/cons and what it takes to create a successful PPC campaign. If you would like to integrate PPC in your marketing strategy, first look at your current business marketing practices to make sure you will use PPC to its fullest.
One form of PPC is search engine advertising. Advertisers must bid for ad placement, as a sponsored link. Users are drawn to high ranking websites on Google or Bing. When users search a keyword related to your business, your ad might show up in the very top spot of the search engine’s results. To maximize your clicks you must have a good understanding of your target audience. They are also more likely to click ads targeted at them, where in lies it’s great potential. When considering your target audience, you should also consider the value of each click versus what you’re selling and determine if there is a profit margin worth the cost. PPC advertising doesn’t necessarily cost much to start, as fees per click can be relatively low. However, take care and avoid bidding wars if your budget is limited, because there are certain industries where costs can be high.
PPC can be quite involved. Advertisers must keep up with the changes to Google AdWords, finding the best keywords, developing campaigns, setting up PPC landing pages, and analyzing performance. Combining PPC with strong search strategies is optimal to maximize profit. It is easy to get swept up in the strategy without first considering your business needs.
Analyze the pros and cons of PPC advertising, figure out a combination that works best for your business and what will have the highest number of conversions.