There is no question as to whether ‘Pay per Click’ online advertising (PPC) works – it does. The issue is getting the formula right.
To the uninitiated both the concept and potential costs associated with PPC can be daunting but once you understand that creating a campaign is virtually a science, it is seen less of a gamble and more as an extremely efficient method of lead generation.
So what is ‘pay per click’?
As the name suggests, it is a method of online advertising whereby a payment is taken each time someone clicks on your advertisement – a click-through. The PPC – paid adverts – appear at the side and above organic (non-paid) advertisements on search engine results pages (SERPs) such as Google, Yahoo, Bing and social media platforms such as Facebook and Twitter, depending on your chosen campaign.
The position of a PPC advert will be determined by the keywords used in the text and is ranked by the search engine based on the ‘cost per click’ and ‘quality score’. The ‘cost per click’ is based on the price of each individual keyword within the search engine’s bidding system and the quality score takes into account the relevancy of your advert to your product, landing page or website.
Some keywords are more expensive than others (depending on the competition) but the costs can be managed by undertaking in-depth research and creating a proper strategy. And a properly managed PPC strategy can dramatically extend your reach and generate targeted leads, which is one step closer to increased sales.
This is where Redline can help. Our Google Certified staff has expertise in creating, implementing and managing successful PPC campaigns targeted to reach specific markets, demographics and geographical audiences, designed to generate less costly leads.
One of the most satisfying aspects of PPC campaigns is that unlike other forms of marketing, such as print ads, billboards or flyers, it is possible to measure all aspects of the campaign to ensure that you are getting the maximum returns on your investment.
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