Pay-per-click (“PPC” for short) is a means of advertising your business whereby you only pay for the actual visits you receive to your website. This method is different from engaging in search engine optimization in that you are paying the search engine a set amount for each visitor you receive. In essence, you are paying the search engine to display your ad even when another website might more accurately represent the results from a given set of search terms.
PPC can be a valuable part of a marketing campaign. One of the key items to remember is that you only pay for the actual clicks you receive. This is different than, for example, putting up a billboard or running a television commercial. Instead of a flat fee, you only pay for the times someone visits your site through an ad.
At first glance it seems that using PPC is a no-brainer. Given that you only pay for those times someone clicks your ad it would seem to make sense to plow your entire marketing budget into PPC. However, doing so would be a mistake.
Utilizing PPC can be a costly error in those cases where the ads you are running are attracting the wrong kind of clicks. To use an extreme illustration, if you are selling Ferraris, you would not want a PPC ad that was bringing clicks from people looking to buy used cars for under $10,000. These people might see your ad and click out of curiosity, but once they visit your site and realize they will never be able to afford what you are selling they will exit out, and you have just wasted the cost of a click.
At William Marketing we are able to analyze your business, your industry, and your client base and determine what types of ads are most likely to bring in paying clicks. Using this information we craft unique and eye-catching PPC ads that are calculated to bring to your site only those people who will actually spend the money to purchase your product.
Contact us and see how we can help you reduce those wasted clicks. Let us take a look at your website, your product range, and your client base and see what recommendations we have to maximize the return on your advertising dollars.
