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Pay Per Click or Cost Per Click is a form of advertising used to direct traffic to relevant websites. The advertiser pays a certain amount of money every time a potential customer clicks on their ad. The price of the clicks can vary greatly depending on the popularity of the keywords involved.
Advertisers decide on the amount of money they want to spend on certain keywords and phrases relevant to their products, business and target market and put in a bid on them. The higher the bid, the higher up on the list the ad will show.
These targeted paid ads show up in the top section of the search results with a small badge letting consumers know that the advertiser has paid for this top position.
It can often be hard to tell if PPC is the right direction to head in for your business, so here we will discuss a couple of key elements you should consider before opting to go ahead with a PPC campaign – and remember, PPC should never be used in place of a good SEO, but rather as an enhancement to your strategy.
PPC could be of particular use to you if you have a niche industry in which you have few competitors. Niche keywords tend to be less expensive, so the more unique your product is the more clicks you will be able to afford. Descriptive keywords can also help keep costs down and keep you away from more generic expensive words that have higher competition.
If your products or services have a big ticket value, PPC could be the right fit for your business. There is a much higher chance of you being able to happily afford 100 clicks that don’t end up in a sale if just one does and results in a several thousand dollar job. Getting a strong ROI if your products are priced below $100 is a much more difficult proposition.
If you know for a fact that the people clicking on your ad will be associating it with a deadline – Christmas, the start of a new school term or other seasonal products – PPC could be the answer to your prayers. When purchasing these kinds of products many consumers are driven by their emotions, making them more easily influenced by good copy, calls to action and compelling visual content.
There are many ways you can improve your PPC campaign and conversion rate:
While the concept of PPC is easy enough to understand, the management of it can be quite tricky for the uninitiated, here at WebAlive we have a dedicated team that focuses solely on managing paid advertising campaigns and specialises in PPC and Google AdWords.
If you need help with your PPC campaign call or email us today to discuss how we can help.