PPC stands for pay-per-click, an online marketing tool where advertisers pay a fee each time one of their ads is clicked. Basically, it is a way of buying visits or traffic to your site, rather than relying on getting visits through organic search.
Search advertising is a PPC method that is used widely. Advertisers bid for ad placement in a search engine's sponsored links section when someone searches for a keyword that is related to their business offering. For example, if we bid on the keyword "SEO Canada" our ad might show up in the top spot on the Google search results page (with an 'ad' indicator beside it). Google, LinkedIn, Facebook, Bing and Yahoo all have PPC offerings.
• Pay Per Click yields a high return on investment.
• It gives you instant targeted traffic.
• Increased traffic to your site can help you discover if you need to investigate your site if conversions are poor.
Companies selling PPC advertising such as Google base the cost per click they charge advertisers on the bidding competition for a particular keyword. This of course leads to ever increasing costs per click for the advertiser.
While PPC should definitely form part of an online marketing strategy (it's a quick way of achieving highly targeted traffic) caution should be applied. Without careful monitoring and active management, campaigns can become loss making fast. Watch our video on active budget management to see how we make sure this does not happen with our campaigns.
With active monitoring and regular refinement, PPC is a fantastic form of advertising that can generate substantial ROI. Without this close management of a campaign, advertisers can often find themselves losing money as they pay excessively to be in the top spot on the search results, and either don't convert at high enough rates or don't have sufficiently high average sale values to cover the price paid for the traffic. Our team has extensive experience of successful PPC campaigns for clients. As well as PPC on the main search engines like Google, Bing and Yahoo, we also have wide experience of paid campaigns on Facebook, LinkedIn as well as Re-marketing across the networks. For more on these other services Contact us.