Pay Per Click (PPC) Management What you should and should not be doing.
If a business wants to appear in the search results on a major search engine like Google, the two main routes to achieving that are SEO or PPC. A good search marketing strategy will usually be a mix of both and that mix will probably change over the life of the business. Both have their pros and cons.
Pay Per Click (PPC) Management Business Connections Live Programme 53 Broadcast 17th September 2014
On tonight’s edition of Business Connections Live we will be talking to Dan Smale Managing Director of The Client Factory who specialize in Online Marketing and Pay Per Click (PPC) Management.
Pay Per Click (PPC) Management
To understand Pay Per Click (PPC) Management you need to understand Pay Per Click.
Pay Per Click (PPC) is a form of online advertising and as the name implies, this type of advertising is characterised by the way you pay for it, per click (or visitor) rather than per thousand impressions or ads shown. The two fundamental types of PPC are search or display, the former is fairly self-explanatory, you’re simply showing ads to people who are searching online for your products or services. The latter is where no search is involved, you are showing ads either to a demographically targeted audience or on selected websites which might attract the type of visitor who may be interested in your products or services. These are not only two different types of PPC, they are two very different strategies. Search marketing is ‘reactive’, you’re waiting for someone to search for what you sell and then want to ensure they find you. Display is a proactive strategy, having identified your target audience, you place your ads where they will see them in the hope of stimulating some interest. These different types of PPC may be more or less effective for different businesses.
That’s why its so important to understand your Pay Per Click (PPC) Management.
Key business points.
- It’s actually a far more equitable model than its predecessor, the cost per thousand model.
- With PPC advertising it costs you nothing to show your adverts, you only pay if someone is interested enough to actually click on the ad and visit your website.
- PPC campaigns are entirely in the control of whoever is running your campaign, whereas SEO is not, search engines like Google make and change the rules that affect SEO.
- It is virtually instant. So you can add or stop campaigns according to the seasonality or availability of products or services you’re selling.
- You control the message, so you can experiment with different ad wording, special offers, etc.
- Budget entirely in the control of the business owner and can be extremely flexible, this allows for growth or reduction of spend based on actual results rather than fixed budgets.
- Businesses can decide if a reactive search based campaign, a proactive display campaign, or both are best suited to their business.
- PPC in conjunction with geographical targeting allows you to target key phrases that would in some cases be virtually impossible to target using SEO.
- It’s the fastest way to get your business visible online, so you will get enquiries/sales quicker, improving your cash flow.
- The ability to optimise ads and adapt them to include offers means clickthrough rates can be improved and that means more potential sales.
- The flexibility to pause or increase means less wasted budget or maximum effective exposure for more sales, as appropriate.
- The choice of a proactive display campaign allows businesses with new products or services, which aren’t yet being searched for to reach their target audience.
- Geographical targeting means more cost effective use of budget in areas where the business has the most chance of converting visitors to enquiries or sales.
PPC is basically self funding, if it isn’t you stop doing it.
Dan Smale is Managing Director of The Client Factory who specialize in Online Marketing
Business Connections Live Programme 53
This is the Business Connections Live Business Channel On YouTube Business Connections Live Programme 53. Broadcast 17th September 2014