Introduction to Pay Per Click Advertising
If you have bought this publication then it’s a fair bet that you use Pay Per Click (PPC) advertising like Google Adwords for your business, and that you’re here because you’ve discovered that PPC advertising is rapidly eating up your profits.
Well don’t worry, you are not alone – and the great news is that we can help you to smash your PPC advertising costs without destroying your turnover!
As useful a tool as PPC advertising is, it is also unfortunately true that it keeps getting more & more expensive and it doesn’t take long before something that was originally helping to add to your bottom line is consuming almost all of the profit that it generates – and sometimes more on top.
If your website is not on the first page of search results (we’ll refer to all search engines as Google from here on in) then it leaves you with a difficult dilemma:
1) You need the PPC advertising to drive visitors to your site
2) You can’t afford to use PPC advertising because it’s too expensive
On the one hand if you drop your PPC ads then it will get rid of the cost, but you’ll see your visitor numbers dry up, which is going to kill your sales and hammer your profits;
On the other hand, although your PPC ads deliver the visitors that buy it is so expensive that you make little or no profit – you end up at a point where you might as well not bother.
The answer clearly is to find a way to make PPC viable again like it was when you first started – where it delivers the visitors that you need and at the same time is cost effective enough to make your business healthy and profitable.
You may think that this is a pipe dream, and you may even have tried a number of changes to your PPC campaigns to no avail, but don’t worry.
By the time that you have read this publication and implemented the strategies contained within it, you will be able to cut your costs significantly with at worst a marginal drop in sales, and to be able to return to profitability so that PPC advertising delivers an acceptable Return on Investment (ROI).
It is always daunting to take someone else’s advice and to make changes that could affect your business, but remember that any changes you make need not be permanent – they can be quickly reversed if you are uncomfortable with the results or if you want to try a different approach.
With this in mind, and to reassure you that we know what we’re talking about, I’d like to present a couple of case studies to show you what can, and has been achieved using the very same techniques that we’re going to show you…
