PPC stands for pay-per-click. It is a simple yet effective form of advertising that you can utilise with any platform that is a search engine. PPC has a storied history, it has been successful, it has failed, it has annoyed lots of potential customers but for all those it has annoyed it has created as many customers.
First of all, one key fact for going with a PPC campaign is that it is very cost effective. This is always a fact that lies well with the person in control of the budget. So how does it work? Well like a tin of Ronseal, exactly what it says on the tin. You pay for each click you get from the advertising. Obviously if you don’t get any that’s not good. But still it’s better to pay nothing for nothing than to pay for a static advert that still doesn’t get you any through fall.
You set your daily/weekly/monthly budget and then once you reach that target it will stop being shown. By using this method you will be able to monitor and change your budgets as necessary. You build the PPC campaign utilising specific keywords, location and timings. The end result is that your advert will only appear when those criteria are met. This means that you can target the people you have already identified as being your primary audience. And in turn increasing the likelihood of actually gaining a sale.
For those with a large enough budget you can appear for example at the top of Google results. To clarify this means that if you bid a large number for each clicks received on set criteria you will appear at the top, but only pay each time a click occurs #BARGAIN
Building a good PPC strategy takes understanding and time, you need to ensure you fully understand your marketing plan that already exists and work with this to ensure that you are hitting the right key points for finding the right customers online.
One key issue however is before you even think about spending a minute of your time building a PPC campaign. You need to ensure the place that your potential customer lands, is a website that they will be happy to use. If they don’t have a good experience on your website, you will be firing money off to various search engines quicker than you can recoup it.
When you do decide that you are ready to commit to utilising an advertising campaign it is advisable to research the platforms that provide the largest audience for your key demographic. For example, if you choose to advertise over social media you can combine a paid advertising campaign with a strong free campaign. You will also have access to a worldwide reach of over 2.2 billion people and a platform to build a constant positive image.
Sandstone & Toast Media have the knowledge and understanding of how these campaigns are best implemented and would love to work with you to help grow your online presence. Contact us for a conversation today!