What is PPC
All too often supposed Pay Per Click (PPC) Management companies start out without even asking whether their potential clients even understand what and how PPC works, so to make sure that we’re all singing from the same hymn sheet let’s get started by covering what PPC is, what it isn’t, and what it can do for your business.
First of all let’s point out that there are various Pay Per Click (PPC) programs out there from Google, Yahoo, and AOL for example.
Rather than repeating them all over and over again, we’ll only refer to Googles Adwords program throughout this site, but remember that this really refers to all PPC programs.
So what is PPC?
PPC Advertising is an internet advertising model where competing websites can bid how much they are prepared to pay (the cost per click or CPC) every time that their PPC ad is clicked on by an internet user.
Every time that an ad is clicked by an internet user they will be taken to the advertisers website until a preset daily budget has been exhausted.
Generally speaking the higher an advertiser is prepared to bid, the higher his or her PPC advert will appear in the search engine results, and consequently the more clicks that ad will receive, and the more visitors will arrive at the advertisers website.
This can obviously be very appealing to website owners, since getting their website to appear at the top of the results by optimising their website (search engine optimisation or seo) can be very difficult to achieve.
Pay Per Click (PPC) advertising can overcome this difficulty by allowing websites to appear high in the results at a cost.
Advantages of PPC Advertising
The advantages of PPC advertising are pretty obvious, namely that websites, even brand new websites, can appear at the top of the search results immediately, and drive targeted traffic to the website from day 1.
Rather than having to go through a long and sometimes unsuccessful optimisation process, a website can quickly and easily be showing in the results for a very large number of keywords and phrases just by adding them to the adword account.
If the website is efficient at converting visitors into customers and there is sufficient profit from sales, then PPC can offer a great way for online businesses to drive sales and to be very successful.
Disadvantages of PPC Advertising
The main drawback with PPC Advertising is that it can rapidly become extremely expensive.
Some niches have extremely high CPCs (eg insurance keywords can easily exceed $50+ per click), and even relatively low cost keywords can result in an expensive PPC campaign if the volume of clicks is high.
Very often we find that our clients started life with Adwords costs that they could easily afford, but that over time more and more competitors bid on the keywords, and the CPC increased dramatically until it became unviable to use PPC Marketing at all.
When this situation arises it’s a real shame, since no one benefits at all.
The companies out bidding each other for position all see their profits suffer, eventually leading to some of them stopping using PPC Marketing which clearly also effects Googles turnover as well, and internet users may not then find a site that is exactly what they’re looking for.
Fortunately the remedy is quite straightforward and our PPC Management Manual advertised on our home page reveals all of the tricks, tips, and techniques that you’ll ever need to maintain a healthy, low cost, and profitable PPC Campaign for your business.
We’ve also included a handful of PPC tips that you may find useful on this site, so if your adwords or other PPC costs have become too much don’t despair!
We can help you to get back to profitability, our PPC Management Manual shows you how you can cut your PPC Campaign costs by up to 90% within hours.
