Pay-per-click is a form of advertisement utilized by many businesses to improve their search engine page presence and website traffic flow.
- PPC has links to keyword data and search engine optimization (SEO)
- Search Engine advertising is the most popular form of PPC
- A way of increasing web site traffic when ‘organic’ SEO cannot compete with larger corporate entities
The purpose of PPC
Pay-per-click is an advertisement technique used to drive traffic flow to a website to increase sales. Search engines allow websites to ‘buy’ preferential listing space on search engine result pages (SERPs) related to specific keyword data.
Your website bids an amount, call it $0.25, for a specific keyword you designate relevant to your website and product. You may achieve top ranking if you are the highest bidder. The top spot also relies on the quality, age and efficacy of your advertisement.
When PPC is a good idea
When you need a quick method of attracting high volumes of traffic to your website, you can set up PPC advertisements within 24-48 hours. If you have good conversion of visitors to sales but a low traffic flow, PPC advertising can increase sales massively in a short space of time. In addition, each sale total should be higher than the cost of each click. If you have a high conversion rate of clicks to sales, you can afford to pay more per click to generate a broader.
Pay-per-click also has a place in short-term advertising when you have something extra to offer. If you have discounts to offer and it is mentioned in your ad, visitors are more likely to make a valuable conversion. Make sure you clearly mark your offer in the ad.
If you need to be adaptable in your approach to advertising then PPC is a great way to do it. Unlike expensive banner ads on websites and print runs for flyers, PPC allows you to change the wording and structure of your ad partway through your campaign. If your sale starts at running a 30% discount, which then increases, to 50% you want to be able to change that without creating a completely new ad.
When PPC is a bad idea
PPC can be expensive when bidding on high competition keywords especially if you do not research your target keywords properly and you are competing with big businesses with bottomless coffers. If the existing visitor traffic does not convert well to sales, you need to take a good look at your existing ‘organic’ traffic before investing in PPC advertising.
Increasing the number of clicks to your website might marginally increase the sales but unless your website is converting those visits to sales, you are paying without gaining a significant amount of income. Improve your natural conversion rate before expecting PPC to fix the problem.
SEO plays an essential part in converting traffic flow to sales. Optimize your website before engaging in paid advertising, but you should never use PPC when your average sale amount is not significantly higher than the cost per click.
Search engines sell ad space by auction and allocate the No. 1 spot to the highest bidder, or by flat rate, a set a budget for a specified number of clicks. If you are targeting a small niche market, with your ad campaign, PPC can be very cost effective because the keywords you designate to trigger your advertisement will be less popular than the high volume search words.
Competing with big businesses that will pay anything for the top ad spot, the cost per click can become exceedingly expensive. If you do not have anything original to offer in comparison to the big businesses, try bidding for a synonymous keyword with a lower return. You may not get the number of keyword searches but your advertising expenditure will not bankrupt you.
PPC has its place in online marketing, but you should not use it as a fix for poor business performance. You cannot fix poor website building, lack of SEO and bad business practices with a PPC bandage. Pay-per-click is a good short to medium term campaign for web-based businesses already performing well.
Eve Haugen has been a freelance writer for a long while. Her passion in writing is her main drive in crafting articles that are engaging, informative, and meaningful. Her partnership with QuickSEOResults has given her a whole new opportunity to take writing to a whole new level.