PPC marketing or pay per click marketing is the most agressive method of advertisement deployed by home businesses on the Internet.
PPC marketing is sometimes called pay for position, cost per click or pay for performance. But, regardless of the term used, paying for potential buyers is the online advertiser’s vehicle medium of choice for selling products and services to online consumers because it can provide instant traffic and instant sales within hours.
An ad can be placed and appear on line within minutes and begin generating sales the same day. PPC is the shortest route to instant traffic and sales on the Internet but it is definitely not for newbies.
When done correctly PPC marketing provides major benefits to the advertiser and the consumer gets the information they want with one click.
Advertisers, running PPC marketing, pay only when a consumer clicks on the advertiser’s link to their offer through search engines that display the ads. At the same time consumers are relieved of having to get annoying marketing emails or endure pop-up ads for products and services when clicking on organic search results only.
When an online consumer searches for a specific product or service on the Internet, corresponding PPC marketing ads are also displayed alongside the organic results generated by the search engine. This attracts a highly targeted consumer group that is more likely to purchase a specific product or service. In addition, websites budget their advertisement costs with the use of PPC marketing by bidding on the keywords that will display the ads. PPC marketing is truly a winning solution for both parties.
Pitfalls of PPC Marketing
Despite the profit advantages of PPC marketing, there are possible potholes that can cancel out the benefits. One of the most common problems associated with PPC marketing is many people attempting to use this profitable advertisement method are simply inexperienced or misled as to how to use it. Simply submitting PPC marketing ads to a search engine such as Google or Yahoo is not enough to ensure a profitable campaign. Sorry, but it’s much more detailed than that.
PPC marketing requires a calculated and systematic approach to managing campaigns. PPC marketing involves smart choices of keywords and bidding on those keywords in order to get top placement on a search engine at a reasonable cost-per-click. Getting top search engine placement helps boost traffic to a website and that can easily translate into profit if the right keywords are used at the right price. But, this too takes some knowledge.
Without the necessary experience and knowledge to manage a successful PPC marketing campaign, it is nearly impossible to turn a profit. In fact, it is more likely that you will waste hundreds of dollars in the effort.
PPC marketing campaigns require a daily budget. When the daily budget is exhausted, ads are put on hold for that day but start up again the next day racking up another due bill. This can be a financial disaster for a website that is getting good traffic from their PPC marketing ads. All of a sudden the budget is exhausted and a big bill must be paid from your credit card.
Bidding on the most profitable keywords can also be quite costly because the growing number of marketers on the web struggle against each other to capture the most popular keywords for their PPC marketing ads. The most popular keywords can cost upwards of $100.00 per click! This is fine if you are selling a in demand product or service priced at many hundreds of dollars for one sale but it is a killer if you have a low profit margin.
Obviously small marketers are at a financial disadvantage here since the big guys are able to pay top dollar for popular keywords related to their offer. Most small businesses usually set aside only a small portion of their capital for advertising, putting them at a disadvantage.
If you are new to PPC marketing, set a small daily budget of only $10.00 and bid no more than 10 cents per keyword as a test of any advertising campaign. If the campaign is a loser, you can delete it and not be billed further. Let it run for a few days to see how many clicks you get and how many sales. That will tell you quickly if you have a winner or loser. You’ll only owe a maximum of $10 per day during your testing.
What Are The First Steps to an Effective PPC Marketing Campaign?
There are a number of things that a marketer should consider when planning an effective PPC marketing campaign.
You must develop a marketing plan in order to get the most return on your investment in PPC marketing. It all starts with selecting the most appropriate keywords that relate to your business or offer. Good keyword selection is essential in PPC marketing. If you skip this, you will go broke quickly.
Now, it needs to be said that simply choosing the most popular keywords does not necessarily translate into profit. Selecting more specific keywords or keyword phrases, that will put a site within the first three to seven results of a search, gets greater awareness from online consumers and does not cost as much as getting the top spots. The most expensive are usually the one to three top spots.
It is also important that an advertiser continuously monitor the performance of the running PPC marketing campaigns. This will help you to modify any existing PPC marketing ads to make them more productive. At the same time, any PPC marketing ad that has not proven effective can be immediately discontinued.
Editing PPC marketing ads is a daily process that rich marketers do in order to increase their return on investment.
Should You Hire Professional Help with PPC Marketing?
The popularity of PPC marketing has spawned professionals offering PPC marketing services for small and big businesses. Hiring a professional PPC marketing company may not be advisable for a small business without a healthy budget for PPC marketing. While most PPC marketing agencies offer sliding rates for their services, it can cost serious money to produce acceptable results.
There are many alternatives to using an agency including PPC courses and software. You can invest in such tools to learn PPC marketing on your own but caution is advised before you spend hundreds of dollars on such alternatives.
If you are a newbie to PPC marketing, you should get some free education about PPC before you whip out your credit card. There is much information available for free on line.
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