PPC, which stands for pay per click, is a type of Internet marketing where the advertisers will pay a fee to the host every time one of their ads is clicked. The advertisers basically buying visits to the site instead of solely relying on organic searches to attract visitors. It is a widely used method and proven to be very profitable to companies because of the way it works. It is one of those methods that everyone benefits from; a win win situation, if you will.
For example, say an online retail store has an ad running on a particular search engine. Every time someone clicks that ad and visits their website, the online store pays the search engine. Let’s say the pay per click cost is $2. They pay this to the search engine. You may think that the $2 a click could add up quickly but the visit is worth more than the fee. Think of it this way, it only takes one sale to buy back all of those fees. For example, one visitor could buy $200 worth of product, resulting in $198 worth of profit. As long as people are buying your product, spending more than the small fee, then you are making money. Here are a few facts to help you understand why PPC advertising management is so successful.
- The only time you pay is when someone clicks on your ad.
- You have the ability to control costs according to your budget.
- The right ad can reach out to your target audience at just the right time.
- PPC advertising management results in a quick ROI.
- Pay per click data can help you further by giving you data that will help your other marketing techniques.
Maybe you are thinking that PPC advertising management sounds like there is no downside. Now, while there are plenty of benefits, we should know by now that nothing comes with absolutely no strings attached. There are some things that you should know before getting started.
It takes an expert
First of all, PPC is not as easy as it sounds. It is so much more than just plugging in data and monitoring it. It takes PPC experts that have a real understanding of advertising and skill. It takes a lot of expertise and strategy and knowledge of the rules to be able to get it going. Creativity and knowledge of the marketing world is also a necessity. You probably shouldn’t try to set up PPC by yourself, find a professional that you can trust to do so.
It takes teamwork
Having said that, it would be easy to handle everything over to a PPC professional and never pay any attention to it again, only benefiting from its investments. However, real PPC strategy needs collaboration. As the owner no one knows your business more than you but no one knows PPC more than your PPC manager so that means the two of you need to get together and come up with great ideas and methods to meet goals for the business.
It takes dedication
Pay per click is very profitable and will always bring in revenue and return on investment as long as it is done right. But PPC advertising management is not a one and done program. It needs to be ongoing for the entire life of your business so when you were looking for a PPC manager you want to find somebody that is in it for the long run with a vested interest in growing your business. PPC is not a steppingstone to another method, it is the endgame of marketing strategy and needs to be treated as such.
The running theme here is finding a lifetime partner to help you. If you have not focused on the organic side of search engines you should work on that before taking it over to the paid side. While paper click has a positive impact proven by data, you need to collect that data through organic searches. Once that is gone that you will have all of the knowledge you need to move on to the paid portion and be successful in both areas.