It’s an attractive premise – your page appears at the top of a popular Google search, driving traffic to your website. Easy, right? Not quite…
With any marketing campaign, Pay Per Click (PPC or Cost Per Click) needs comprehensive management so you don’t end up paying a ton of money, for very little return. We’ve all seen those adverts at the top of search engine pages – sometimes highlighted in yellow, or listed down the side – so how can you get yourself there?
Keywords are ‘sold’ in an auction. You can bid on certain keywords and if you win, you have a chance of ranking at number one in the sponsored section of the search results. If the handy position works and someone clicks on your ad, you’ll be charged the amount you bid. Say you’ve bid £0.10 and 100 people click through, the search engine (or Pay Per Click service) will charge you £10.
But like any auction environment, bidding can become competitive and that’s when you can be at risk of overpaying for a keyword. In some cases, inflation caused by ‘ego-based’ bidding and quality restrictions on certain ads by the search engines, can end up costing you thousands. There’s also the chance that your ad turns up on other websites affiliated with the PPC service, which has the potential to drive unwanted traffic to your site.
But PPC can work really well if you know your way around it, plus it acts pretty fast if you want to change anything about the campaign you’re running. It can’t just work on its own though, use it as part of your overall marketing strategy to really maximise your campaign’s effectiveness.
Don’t forget about display advertising too – while it’s suitable for most things, if you’re selling a physical product, it can be particularly advantageous.
Looking for PPC (Pay per click) Marketing? Then click to contact us today to find out more! We look forward to working with you!