Pay per click (PPC)
advertising is the most preferred form of online advertising, used by
business houses for the profitable marketing of their products and
services. The simplicity of this method makes PPC more popular than
other methods like search engine optimization (SEO) etc.
Some of the
widely–known benefits of PPC have been briefly discussed as
follows:
1- Instant
launch: PPC campaign gives the advertiser an instant and
immediate ‘launching pad’. It is quick to implement
and, compared to other forms of online advertising, faster to respond
to. With regard to any change – in market demand, company
situation, or budget – the campaign can be changed
accordingly.
2- Measurable:
The ‘actual’ benefits of PPC advertising can be
easily measured and quantified, with the help of CTR (click through
rates) and CPC (cost per click). One can get an idea of the number of
visitors visiting one’s site and the
‘conversion’ of the visits. This way
‘cost per conversion’ can be worked out and
amendments, if any required, can be made for increased profitability.
3- Changeable
‘factors’: The factors affecting PPC
advertising – keywords, ad text and landing pages –
can be changed as and when required. Specific keywords, appealing text
and relevant landing pages can make a great impact on the visitors,
thereby helping in ‘maturing’ transactions.
Moreover, if the
numbers of orders and enquiries received are too high, PPC can
also be turned off or reduced quickly.
4- Cost-effective:
Considering the short-run benefits only, PPC advertising works out to
be extremely ‘cost-effective’, more so if the
industry ‘bid’ prices are low. In such a case, it
becomes easy for the advertiser to reach his ‘break
even’ point and excel thereon.
5- Potential
for small business: Its aforesaid
‘cost-effectiveness’ makes PPC a viable choice of
proprietors of small to medium businesses. The ‘level playing
field’ that PPC offers for everyone, helps small enterprises
to compete even with large multinational groups. In fact, a careful
choice of PPC parameters can bring a higher-ranking position for any
entrepreneur – big or small.
6- Small
initial investment : There are absolutely no
‘fees’ charged by the search engines to place or
run any ad. One has to pay for the users that click on the ad. In order
to make one’s site accessible to the users, one need to quote
one’s ‘bid’.
7- Decision
about budget: The budget size of any PPC campaign is the
advertiser’s personal decision, depending on his spending
ability. It can be large or small, based on factors affecting the
business, like the kind of sales or leads one wants to generate.
8- Realistic:
The different parameters of PPC make it a very realistic option for all
businesses, especially if one gets the knack of picking the right
keywords. One’s bid is the deciding factor in regard to the
appearance of one’s ad, which can be placed above, below or
right next to the ad of a large business chain, if one happens to
target the right words.
9- Immediate
results : In comparison to ‘natural’
rankings, PPC advertising is immediate in terms of set up,
implementation and results. One can see results within just a few hours
of the launch of one’s campaign. The waiting period is almost
negligible, compared to other forms of advertising.
10- Wide
range of audience: The ‘reach’ of a
particular advertisement is very wide in the case of PPC advertising.
The potential customers on popular search engines like Yahoo or Google
– which claim to reach over 80% of Internet users - are well
spread out where geographical access is concerned.
11- Targeted
audience: If an advertiser so desires, it is quite possible
to reach a specific target market in a particular area. The need can be
met by selecting the keywords and phrases, according to the
requirements of the business. In other words, one can pre-qualify
one’s customers before they ever land on one’s site.
In conclusion, it is
quite clear that PPC advertising is suitable to all prospective and
running businesses. The method is so designed that right from the time
of its launch, one can easily monitor and analyze the results, and make
the changes required to make one’s campaign a profit-making
proposition.
Robert Gantt is the online expert who has
taught hundreds of people how to
promote their businesses and make more money online. Discover how to
increase your sales, get better cashflow and increase your customer
base with targeted effective search engine advertising
PPC The Easy Way
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