I'd say anyone who has previously studied digital marketing, whether it be at uni or through some sort of diploma, has come across Pay-Per-Click on a skimming level (by that I mean the skimming we did over journals and endless research papers in order to find a worthy Harvard reference). Now, on paper in a pretty text book, it's a pretty simple concept to get your head around. But if like me, you like to get a little more clued up about the whole putting it into practice (and yes I created a wonderfully sketchy spider diagram to aid this blog), then read on. This post will focus on the mere basics PPC within search engine marketing, and what it can mean for a company or individual.
So let's break it down.
PPC simply means Pay-Per-Click, and is a form of internet marketing, in which a fee is paid by the company/individual each time their ad is clicked. Sites such as Google, Bing and Yahoo! allow companies to buy listings in their search results, which appear amongst non-paid (also described as 'natural') searches. Some describe it as 'buying visits to your site' (which it is) rather than earning the visits - but in this day and age instant is everything.
PRO'S
- PPC is an extremely quick way to generate traffic - if the spare cash is there then the possibilities are endless. Bid high, rank high = TRAFFIC.
- Natural search engine marketing is a lengthy process, and can take weeks, even months, to adjust in accordance with consumer behaviours and trends. PPC campaigns can be adjusted in a matter of hours, which essentially allows you to be ahead of the game.
- KEYWORD NICHES - an ultimate find, and a fantastic bargain. Generate traffic to your site and keep the bid cost low.. a PPC dream.
CON'S
- $$$ - Big bucks. Bidding wars and bid inflation on highly searched phrases set by the search engines can sometimes mean the spend is bigger than the potential return. In other words, it's a good idea to keep your wits about you and keep a cool head.
- 'Ego-based' bidding - the ultimate downfall. Yes, high bids do equal higher ranks (along as your quality score is up to scratch) but PPC campaigns are to be approached with caution. Remember, being number one comes at a high cost.
- Guaranteed sales? I think not. Unless you've got a product that can instantly be purchased the moment someone lands on your site, sales are not guaranteed. High clicks? Fantastic! But where's your conversion?
From weighing up the pro's and con's I feel it's pretty obvious how PPC is used best. SEO and PPC both aim for the same end goal, but have completely different ways of going about it. SEO is a long game, and whatever is generated from SEO tactics is basically organic. But PPC is a brilliant marketing tool if used properly (and wisely). PPC is perfect for campaigns that target specific demographics, it allows you to promote to a specific group of people - which is perfect if your business or campaign have a focused target audience.
PPC is also great if you're marketing a product or service with an expiration date. Limited time offer? Not a big deal, PPC can generate the traffic rapidly and get the word out there.
I explained that one of the con's of PPC was the uncertainty of guaranteed sales, but really, for businesses who have a landing page that offers products that are available to the consumer immediately, PPC is perfect. It's 100% worth spending on clicks if the clickers are 100% potential customers!
Wrapping things up, PPC is a really fantastic marketing tool that has become ever popular for those companies and individuals who have the cash to spend on it. Obviously, smaller businesses may find it a more sensible option to invest time and money into organically growing their searches - it's a long game, but with more permanent results, it keeps the light wallet feel to a minimum.
After doing my research (and this may change in due course), I'd say my top three pieces of advice for PPC campaigners are:
- Don't get hot headed, proving yourself by ranking number one isn't going to impress The Bossman unless you've got a brilliant conversion rate, don't be expecting a round of applause with that bounce rate.
- Keep up to date, content management is key. Nothing like a top ranker with an out of date message.
- Focus. Is your end goal worth this cost? Weigh it up, strategise, and always have a clear end goal.
Many thanks to some of the blogs I used to help create this post. I'm still pretty new to the whole digital marketing blogging, and just love to understand concepts through creative writing. These guys have the PPC concept on point, so please give them a visit for more information!
No comments:
Post a Comment