Sounds like a drug, doesn’t it? When you do PPC campaigns right, the new customers you attract can give you a drug-like euphoria.
Actually, PPC is the acronym for Pay Per Click, in the internet world.
Great. Thanks. Now what is pay per click?
PPC, or pay per click, is a method of payment for your advertising where each time a user clicks on an advertisement the advertiser is charged a fee. This is an essentially a fair method of paying for hot leads.
The leads are considered “hot” because the people who click on your ad are actually searching for the product or service they are clicking on, in the case of Search Ads.
Even if they did not find your ad with a search, as in the case of Display Advertising, shown on a website that a visitor to that website, (and you caught their attention), it is a warm lead.
In this situation, it is a warm lead because the person clicking was interested in what your ad said.
What is PPC going to do for my business?
It helps you to be found on the internet. Not only be found, but be found fast. Once your account is set up, it only takes about 20 minutes to get you in front of your audience.
One 2012 study* says that each dollar spent on direct marketing yields, on average, a return on investment of $11.73, versus R.O.I. of $5.23 from non-direct marketing expenditures. And, Denver PPC advertising is among the most cost effective direct marketing, because the user is searching for what you are offering.
PPC advertising is great for small businesses to be able to compete with larger companies.
You basically pay the same amount for an ad, and can therefore be seen in the same space as your larger competitor. They can obviously do more of the advertising, because of deeper pockets, but you’ll get there!
What is PPC advertising going to cost me?
Most PPC advertising opportunities are bid-oriented. Because there a limited amount of prominent positions on most websites, the host sites use a bid method where, in essence, the top bidder gets the top position. In practice this is rarely the case because of formulas to determine the highest quality of ads. Higher quality ads can trump position on higher bid ads.
Various entities cost more than others based on the popularity of the platform. For instance, Google is more competitive bidding than Bing because the higher volume of users on Google.
* From DMA’s The Power of Direct Marketing: ROI, Sales, Expenditures and Employment in the US, 2009-2010 Edition