Pay Per Click or PPC is a type of advertising that is used online. If you've surfed the net or done a Google search, you'll have seen advertisements which promote businesses and which relate to recent searches you've carried out as well as things that are on the page. These advertisements are PPC ads, which are positioned to capture people attention and direct them to websites.
Using PPC well can be a highly effective way to boost the number of visitors arriving on your web page, thereby increasing your businesses online exposure and boosting sales and profits.
What is PPC?
As the name suggest, PPC is a form of online promotion whereby the advertiser pays for each click on their advertisements. When this advertising is used appropriately, it can be a powerful way to drive a steady stream of traffic to the website. The major drawback of PPC is that it can be costly if it is not correctly managed, with few returns for the money outlaid.
Why You Should Use PPC
If you want to improve your online site traffic, the following are some of the benefits of using PPC to promote your business:
- Increase the number of visitors to your site - PPC can be a fantastic way to attract a highly targeted audience and drive masses of enthusiastic customers to your website.
- Direct targeted traffic to specific locations on your site - If you're having problems getting visitors to explore your site more fully, then a PPC campaign can help direct traffic to particular areas of your site. This ensures that people are landing at the most targeted area of your site, which in turn increases the potential of the site as a marketing tool.
- Analyze where you get traffic from and the quality of that traffic - With close monitoring of a PPC campaign, you'll have the means to evaluate different traffic sources and how useful these sources are. PPC is an expensive exercise if you are paying for poor quality traffic that rarely converts to sales. On the flipside, if you identify sources of traffic that convert to a high number of sales, then through PPC analysis you'll improve your overall success as a business.
- Refine your PPC advertising filters to maximise your success - PPC can be controlled with a number of different filters to ensure that you are targeting the most appropriate group of prospects. One of the best examples of this is geographic targeting. If you have a business that operates almost exclusively in your local area (e.g. a tradesperson or local store), then you don't really want to pay for a large number of clicks from people on the other side of the country or even o n the other side of the world.
A well structured PPC campaign can generate outstanding results for your business. When this is weighed up against the cost of a PPC campaign, it can often be a very effective way to promote your business online with the minimum of expense.
The key is to ensure that your PPC is managed appropriately, so that you don't end up with a steep bill for an advertising campaign that has yielded very poor results.
Understanding the basics can go a long way to avoiding this situation, but it can be advisable to get some professional assistance to avoid the pitfalls of PPC.