So much has been said about PPC or pay per click that people do not know what to believe anymore. Some say that it is a great opportunity for many companies to make their business grow while others say that it is not really that reliable and that it is not worth the money. So, which side are you on?
If you are on the brink of making a decision regarding PPC, it is best that you know everything about it and for those who do not know much about it, this is the perfect time to be introduced to this marketing marvel.
Pay per click is a great way to get visitors to go to your website and increase your traffic. If your website is not getting a lot of exposure right now, this is a good tool for promotion. However, if not utilised properly, it can be very risky. You may spend thousands or millions of your money in PPC but without proper management, it will all go to waste. You could end up with nothing to show at all.
What is PPC?
Pay per click or PPC is a pretty simple marketing strategy. Search engines today such as Google and Yahoo allow people and businesses to purchase listings on their search results. Listings, when using Google, can be seen on the right side of the results page. They appear along with natural search results.
The ads you see on the right side of Google are sold in an auction. You bid the amount you want to pay for the ad. If you bid the largest amount of money, you get a chance of getting the top sponsored result. However, there are other factors which influence top results and one of them is quality score.
If a person clicks on your company’s PPC advertising, they will be redirected to your website and you will be charged the exact amount you bid for every click.
Downsides of PPC
One of the downside of PPC is that it can cost a fortune, especially if not managed well by a competent company such as PPC management from searchfocus.co.uk. It is also very easy for companies to get caught in a bidding war over a keyword and end up spending more money than they originally planned.
Inflation is caused by ego-based bidding and most are initiated by the search engines themselves. Because of this, the cost per click is higher. It is also inevitable for junk traffic to suck the life out of any campaign. PPC also does not have a scale. It just operates in the way that the more traffic you get because of the sponsored result, the more money you need to pay even if you are not getting anything from it.
PPC is indeed very beneficial for companies but only in certain situations. It does not apply to everyone and to every situation and this is why it is of utmost importance for companies to study it first before pursuing it and spending money on it. With research, you will be able to determine if it is right for you or not.
