Feb

26

When PPC Advertising is an Outstanding Strategy

Filed Under Online Advertising | Posted By Sanjay Dhingra | Leave a Comment

PPC Advertising

PPC Advertising

Clients have always limited a budget, so we need to make strategy when do we recommend PPC advertising, and when do we NOT?

In the following cases Pay Per Click is an Outstanding Strategy:

1. When you need immediate traffic.
SEO and social media can take months to bring traffic. SEO has great long term benefits, but PPC provides some instant traffic. If you have a new site and need traffic, use pay per click advertising.

2. When you must have a crystal clear goal.
If you know you’re selling something that can be bought online, that’s a pretty clear goal. Just go for PPC advertising. If you have more goals and achieving less through online, then you’ll have trouble in optimizing. You should use call tracking when the lead or sale happens on the phone.

3. When you want the opportunity to warm up prospects.
For the same keyword searches, PPC ads provide a distinct advantage over natural search listings. You can customize which ads do the best job of qualifying and warming up prospects. You must test Meta descriptions and their effects on natural search visitors.

When Pay Per Click is not working so well:

1. You have very small profit margins.
The average cost per click will cost between $1-2. And in some cases, CPC (cost per click) averages $7-10. If your sales site converts at 2%, you need 50 clicks to get a sale. That’s $50-100 per sale. Can your profit margin cover that?

2. You’re trying to sell new product that no one is searching for it.
If you’ve a new product or service, there will not be enough searches. For example, you have product like entertainment, but “entertainment for kids with cancer” may not be something people look for online. Your target would be hospital administrators or nurses. It should be better to just call them on the phone.

3. You’re in highly competitive market with little or not competitive advantage.
If you sell, for example, insurance, you’re going to be paying out big amount for clicks. If you don’t have a way to get more money out of those conversions, or dramatically increase your conversion rate, you won’t last long.

4. Your target market isn’t online or does most of their business Offline.
People won’t be searching for what you’re offering online.

You should prioritize other strategies more highly when:
1. You don’t need most of your traffic right away- so wait for SEO traffic or to create and run a social media campaign
2. If you are facing high competition and CPC is prohibitively high- in this case, SEO can be very expensive as well, so go for Social Media first.
3. If you can gain some profits from a email list, you might be able to funnel that to PPC later

Related Posts



Tags: , , , ,




Leave a Trackback URI



Comments

Leave a Reply