Risks and rewards of PPC

‘Pay per click is an online advertising model in which advertisers pay each time a user clicks on one of their ads’

That is PPC in a nutshell – it does what it says on the tin!

If you’re not familiar with it, it might be something worth looking into, from a business owners perspective.

Anybody who is anybody in business, may already be well equipped with the knowledge of PPC and running campaigns already.

It’s a great way to boost sales and increase your return on investment but it can be a little bit risky if not done correctly.

Do you know the risks and rewards of PPC?

You need a very particular set of skills

To execute a successful PPC campaign you need to know exactly what you’re doing or hire someone who does. It can take a lot to educate yourself enough to do it alone and a lot of people who handle PPC have many years of experience in this field. Many businesses choose to use agencies to handle their campaigns but an independent paid search specialist can be just as good, if not better! The only way your going to do it right is by choosing the best person for the job!

Time is of the essence

Some have the misconception that they can set up a PPC campaign, leave it and reap the rewards. Wrong. You have to invest a significant amount of time into optimising and improving your campaigns continuously. The success of your campaign is directly linked to how much time you put into managing it. The more time you spend, the better chance you have at succeeding. Be prepared for how much time you are going to have to spare.

Like everything in life, it comes at a price

You need to be careful and clever when it comes to the cost side of things. If you aren’t monitoring and optimising your campaigns properly, there’s a lot of money that can be wasted. The best thing you can do is allocate a realistic budget amount for your PPC campaign and follow it through correctly. 

Clicks don’t mean sales

Of course things are looking promising when you are getting more clicks than you had hoped for, but did they actually buy your product? Sure, there may be an obvious influx of traffic to your site but you need to convince the user to convert once they reach your website. This is the part that businesses struggle with. You’ve got to find a way to get those sales or Houston – you have a problem! 

See your results now

Unlike other marketing techniques, one of the biggest benefits of using PPC is that you can see your results almost immediately. Using these results and keeping a close eye on metrics such as CPC, CTR and Quality Score to name a few, you can make adjustments and tweaks to things such as keywords and ad spend to optimise the performance of your PPC campaigns at any given time. 

You only have to pay when people click

Anyone who comes across your ad is likely to be interested in your product (as long as your keywords are correctly targeted) so running a PPC campaign can be really valuable to your business especially since you only have to pay each time the ad is clicked. Let’s say your Cost Per Click is £2 but you get a sale of £100, then the profit is very much worth the spend wouldn’t you agree?

You choose the budget

When it comes to PPC there are no restrictions on the budget so you get to choose how much money to invest in your campaign. You can keep a track of your budget so that you have a clear understanding where it is going and control it by adjusting your strategies according to your needs.

Targeted Advertising

By using PPC you can make sure that your ads are shown to the correct audience, at the right time, to be able to generate real and relevant leads. You can make your marketing campaigns as targeted as possible through PPC because you can choose exactly the space where you want your ads to be displayed. Google Ads allows you to choose particular keywords people will be searching for and send them to a relevant page on your site to get the best chance of converting users into customers.

Higher Return On Investment – Yes Please

Of course the absolute goal of any marketing campaign is to generate the highest return on investment, you’d be lying to say it wasn’t! But if you think about it, you are, effectively, displaying your ads online to your most specific target market, and if you only ‘pay per click’ then it is so easy to manage your ad spend and calculate your estimated ROI. You can increase the ROI for your PPC campaigns by making changes in the strategies to improve the Quality Score. A higher Quality Score generally means that you will pay less for a click so this inturn creates a higher ROI if you start generating an increase in conversions.

No matter if your business is well established or just starting out, anyone can benefit from using PPC within their market strategy. Yes there are some risks but the rewards really do outweigh them. As long as your managing and optimising your PPC campaigns quite often, the limit is endless of the financial gains too! To get the best possible results you’re hoping for, make sure the person running your PPC is a total pro.

You’ve got our number right 🙂

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