The world of Adwords and Pay per Click (PPC) can often be a mysterious one, with many different features and settings often confusing the average user who just wants a bit more traffic. Fear not as there are a few simple things that you can take care of to try and get the most from your budget.
Pay per click or cost per click has revolutionised online marketing in terms of driving instant and targeted traffic for your website. Paying for traffic is looked upon by some webmasters as a waste of money, but for those of us that actually understand the way search engines work, we know that paying for traffic, if done correctly, can be an excellent way of increasing sales and enquiries for your business.
Although we are in complete favour of using pay per click and we do so for many of our clients, we do realise that there are advantages and disadvantages of paying for traffic for many business owners. For some, it just means an extension of their existing marketing or advertising budget, for others it means having to find more money to throw at something to get extra sales.
Below, we take a look at the reasons for and against using pay per click to send traffic to your website.
Reasons To Use Pay Per Click
Immediate Traffic – No other form of advertising can work so quickly, because as soon as your campaign is live you can start seeing traffic and visitors to your website within the hour. This means that you can immediately see if things are working and then change them if they are not, putting you in complete control of your advertising campaign.
Targeted Traffic – Because you can bid on specific keywords and not go outside of these, you can be sure that when someone searches for that keyword and hits your site, they are going to be as targeted as possible, which should, in theory, make them a much better visitor than just general search terms.
Increased Exposure – PPC increases your exposure as a business because you begin to put yourself on the same level as your rivals and competitors immediately, without sometimes having to go mad with the money. You can have as many adverts as your budget allows and there is no limit to the keywords, so you can really boost the exposure of your business with pay per click.
Competition – Using PPC effectively means you can compete with any of your rivals or competitors, as long as you have a big enough budget. There is no reason why you can not be alongside a rival that turns over millions, as long as you are willing to pay the correct amount to get you competing with the big boys in your industry.
Reasons Not To Use Pay Per Click
Need A Budget – Like any form of advertising, either offline or online, you have to set aside a decent budget or you are not going to get anywhere. Throwing ten pounds a month at a campaign is not going to achieve anything, so you need to make sure you have the money to really run a successful campaign.
Some Keywords Expensive – If you are selling mortgages, insurance or travel for example, your keyword bidding is going to be quite high, so be prepared to pay for it. As keywords get more popular they do become expensive, so trying to keep on top for a keyword can sometimes be impossible unless you have an open ended money pot.
Constant Maintenance – To get the most from your campaign you have to constantly work at it, changing keywords, testing adverts, increasing bids. You can not simply set up a campaign and leave it go the distance, so you will need to spend a lot of time really making this work.
Competition – If you want to compete against the big rivals in your industry then you are going to have to be prepared to chuck some money at this. This is not always the case because many of the big organisations are sometimes not as switched on with PPC as some smaller ones, but it is fair to say your bigger rivals can force you out of the bidding campaign.
As we mentioned at the start of this article, we recommend that any website that can afford to do runs a small cost per click campaign, because if it is set up correctly, it can be massively effective. Many people do have bad experiences with cost per click but this is mainly due to human error where they have set things up wrong or have simply misunderstood how it works.
Pay Per Click or PPC is the process of using Google, MSN or Yahoo to pay for clicks or traffic received to your website, gaining extra exposure, but at a price (per click). Pay Per Click is also know as Cost Per Click or CPC by many people, but both titles equate to the same thing, paying for traffic for your website.
Most SEO companies can provide a number of monthly management plans for clients and customers wanting to pass on to us the management of their pay per click advertising, so no matter what your budget is, they can help you complete and achieve all of your goals and objectives and make your campaigns more efficient and effective.
What Is Pay Per Click?
Pay Per Click is the process of paying for every click you receive from a search engine, using their Sponsored Results, normally at the top of the search or to the top right hand side.
10% of clicks on a search engine are currently reported to be users clicking on the Pay Per Click results, so for every 100 searches and click throughs, 10 people will use the sponsored results, rather than the natural results.
For example, run a search for Washing Machines in Google.
The search results will have a light orange box at the top, with two or three results in, and then on the right hand side you will see a list of adverts, normally 7 or 10 to a page.
These are the Sponsored Results, and depending how much you bid for on a keyword, this is where your results would appear. The more you bid, the higher you rank.
PPC is an effective way of getting traffic to your website in the early months of it being live, and also a valuable marketing tool throughout the life span of the website. Just as you would probably pay for an advert in the news paper, you really should think about online advertising, and PPC is one of the most effective, as you control how much you spend and how you spend it.
Why Should I Pay For Traffic?
PPC is part or could be part of any online marketing or advertising. Most people spend money when it comes to offline advertising and the reason for doing this is obvious, increased exposure and therefore increased enquiries and sales.
PPC is not really any different. You are paying to get more exposure against thousands of other people doing the same. The nice thing with PPC is there are thousands of words and alternatives to any main keyword and you can assign the budget, and you can still get good results from being on the second or third page of the sponsored results.
If you are competing against thousands of others doing the same thing or offering the same service, or your site is quite new and still being indexed and dancing in the search engines, PPC is still an efficient and cost effective measure of driving traffic to you site. Many of the biggest companies in the world assign a PPC budget, as it really can be a useful measure to increase visits and sales, and we can help to make sure you get the best results, no matter what your budget is.