PPC, or Paid Per Click, campaigns are a highly targeted, easily trackable, flexible advertising option. As organic search results continue to be pushed down the page, search engine ppc campaigns have become the to go for digital marketing efforts. For many businesses, these are a no-brainer and are very profitable. However, PPC is not for everyone. A poorly managed campaign can be costly with little to no return on investment. And it doesn’t work for a lot of businesses just due to its nature. Before taking the risk, let’s explore some of the items you should consider when looking to start a PPC campaign.
The nature and goals of your business have a lot to do with the success, or failure, of a PPC campaign. PPC campaigns can be used for many objectives, however a search ad has the main purpose of driving web traffic and online conversions. If the audience isn’t there, then you may want to consider a different tactic. Here are a couple of questions to ask yourself before setting up your first ad:
- Does your website already get decent website traffic?
- Does your website serve a sales purpose, such as e-commerce, appointment setting, or offer value in contacting you?
- Is your product or service attract a broad enough audience?
- Does your product or service stand out in a crowd?
Setting and forgetting is not really an option here. Daily, weekly and monthly monitoring are essential to a truly successful PPC campaign. Google has taken huge steps in automating all aspects of their ads, however a computer is still a computer and lacks the human touch. To get the most out of a PPC campaign, you should take the time to learn how to manage it correctly or hire a third party to manage it for you. If you do need to hire someone or an agency, make sure you consider that in your budget.
PPC can be expensive based on your space. According to WordStream, the average cost per click for Google Ads is $2.69, reaching up to $6.75 for legal services. It’s also important to note that these are national averages. Highly competitive locations such as large metropolitan areas and competitive industries, can bring these numbers up, with some ads coming in at over $100.00 per click.
Have you done your research and your business, time needed and budget tick all the boxes? Then you may be looking at a successful PPC campaign. A beautiful thing about PPC? It’s extremely flexible. Quick turnaround, highly targeted, transparent, easy to track, and importantly the ability to shut down spend immediately if something doesn’t work. Still not sure, why don’t you set up a free, no obligation consultation with Public Advertising Agency? We’ll do the research and let you know if we feel a PPC campaign would work for you. And of course, if you’re lacking on the time, we offer professional PPC management services as well.