PPC works on a bidding system. You can competitively bid so more people see your ad and the better you are at this science, the more your ad will appear and the less you will pay every time someone clicks the ad and goes to your website. This means if you put an ad up today, you can get traffic today from that ad! No waiting! And you wanted to be top of the list? With competitive bidding, you can – immediately.
How about new product releases, the new daily deal for your shop or online store? Change any ad for any season or reason and the change is immediate (note: most ad carriers take a few minutes to a couple hours to approve ads, but it's a quick turnaround).
Don't you wish you could target only certain types of people from certain places with certain interests with your advertising and not have to pay for people who don't care to see your ads?
Well, with PPC you can!
Depending on the medium used to show your ads, you can target gender, language, geography, times, and so much more. Using Facebook, you can target only people who like a certain company, i.e. you are FedEx® and you want to target all the people that "liked" UPS® to give them a better deal. You sell Powerbars™ and you want to target all Americans over age 25 who like any kind of sport. Done. You can include or exclude times or places; with LinkedIn you can target only senior executives or instead, accountants. The possibilities are almost endless and just as awesome!
Here's a quick look at what you can target (or exclude) with a few of the main PPC advertising means out there.
Google: location, gender, age, language, keywords, websites (particular and categories), time of day, type of computer/mobile device.
Facebook: location, gender, age, time, language, interests (this a huge one: both particular and general), type of computer/mobile device, & whether they are fans or even friends of fans!
LinkedIn: location, company, job title (function and seniority), school, skills, group, gender, & age.
I bet your advertising mouth is watering as you begin to imagine the possibilities these targeting tools have for your business.
Are Immediate and Cost-Effective
No internet marketing tool brings more immediate results. If you bid correctly and design your ads right, you will get traffic to your site; and if you have a decent website and sales pitch, you are going to sell!
The typical click through rate (CTR) for a decent ad campaign is anywhere from 1-5% (the ratio of people who see your ad to those who click through). The average website conversion rate for a decent website and proposition is about 2-5% (ratio of visitors to your website to those who convert (buy your product, fill out your contact form, etc.). So do the math.
Take the lowest average (always the safest option). If 1% of your ad viewers click the link to your website (1 out of 100), and 2% of them convert to what you are selling (1 out of 50), you need 100 ad views times the amount of people on your website it takes to convert to a sale (50); which means 5,000 people need to see your ad for you to sell a product or generate an interested lead via your website.
Seem like a hassle? Well, try knocking on 5,000 doors and compare the hassle.
The beauty of PPC is you won't pay for the 4,950 people who don't click your ad; you will pay for the 50 who actually visit your site. Like handing out free coffee coupons to get them into the shop. It works! Consider your product value. Depending on the exact targeting of your ad, you will probably begin paying about $1-2 per click, and if you're good or have good people working for you, they will half that cost in a few weeks by optimizing your campaign (another blog for another time).
So in the beginning you'll be paying $50-100 per sale or new lead; in the end about $25-$50. (Note: CPCs (cost per clicks) vary.) How much are you paying the salesman to knock on 5,000 doors?
So What Are You Waiting For?
Pay Per Click advertising is alive, well, and here to stay. Getting direct, immediate traffic to your website will never go out of style. However trying it on your own can lead to epic failure (we hear that a lot from our clients). Give us a call or send us an email. In fact, check out our PPC services page. We can send you a full proposal of our services and have you on your way to generating some real traffic to your site, and business to your business.