You’ve heard of Paid Search, also called “Pay Per Click” (PPC), and if you have a business website, chances are good that someone – perhaps even Google – has contacted you to get you to advertise on their platform. Before you make a decision either way – let’s investigate the pros & cons of PPC.
Businesses advertise online in a huge variety of ways. The internet is a handy but complex medium which can be used to spread a company’s name throughout the world via social media, website advertising, blog writing, email advertising, and more. Companies are in competition with countless other businesses doing the same thing, so their advertising campaigns have to be well thought out and creative. One method of advertising is the Paid Search otherwise known as PPC or “Pay-Per-Click” marketing.
How the PPC Format Works
A business owner pays a small fee for his ad to be posted off-site: on a blog, social media, or a search engine page like Google+. She is charged every time someone clicks the post. The reader need not buy anything: PPC is not the same thing as affiliate marketing where hosts are paid on commission. Simply clicking the ad and being led off-site to the business owner’s e-tail catalog or web page is enough to earn the host his fee.
Marketing departments select sites based on a variety of criteria including volume of traffic and relevance. Sometimes, a big site is not as good as a little one in when it comes to Pay-Per-Click marketing.
Potential Cons of a Paid Search
The obvious problem here is that if 100 people click the ad and none of them buys anything, the ad is a waste of money. Commerce resulting from the PPC ad must at least cover the cost of posting it in the first place for it to be worthwhile. The most likely reason this kind of campaign would not work are choosing a host unwisely. Meanwhile, if the host’s fees are among the highest around, an unsuccessful PPC campaign loses the marketing department a lot of cash and credibility.
Credibility is an important issue too. Random postings make a firm appear desperate and thoughtless and this does little for the host’s credibility either. When either one is willing to connect two unrelated ideas (gourmet pet food with pest removal; midwifery services with a funeral home) they both look bad.
Potential Pros of a Paid Search
Conversely, these ads can be highly lucrative and fees are low. There are numerous settings where one could initiate PPC marketing and the concept is simple to implement. If the team or person in charge of marketing selects an appropriate venue, his audience is already primed to learn more about the business.
Even if traffic on a blog is limited compared with a huge site like Yahoo, Yahoo’s readers are looking for a huge variety of products, most of which will be unrelated to roofing. On the other hand, a blog about roof maintenance and repairs is the ideal place to post an advertisement for roofing supplies. That small readership only has one thing on their minds. If 20 people click an ad and buy something, it is cheaper when they are 20 people out of 80 than 20 out of 800. As a complement to other forms of advertising, a Paid Search in the hands of skilled professionals is capable of creating lucrative leads.
Watch the following webinar to learn some of the core concepts of paid search.