Chances are, you've heard about the amazing return on investment that can be had with pay-per-click (PPC) advertising. A return of 300 percent or even higher isn't at all unusual with this form of advertising.
When it works, it works well. But what we don't usually hear are the stories of people who lost their entire ad spend. As with anything else in business, it's best to be realistic from the onset about your chances of success.
If you are eager to grow your business though pay-per-click advertising contact Bell Modern Marketing now. If you are still on the fence, continue reading.
What is PPC?
PPC stands for pay-per-click, a model of Internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.
Let’s say you own a handmade sterling silver jewelry shop and sell your products online. On major search engines like Google and Bing, you can bid on the keyword “handmade sterling silver jewelry,” and your advertisement will populate on the top of Google when the user types in this keyword. The only time you are charged is when someone clicks on your advertisement.
So who usually wins with PPC and who often loses?
PPC works for direct-response marketers and online retailers. Direct-response marketing is a specific form of marketing that sends its messages directly to consumers, usually to ask them to take a specific call-to-action (for instance, to call a free phone number or fill out a request for more information) or to purchase a product online.
Typical businesses that make use of direct marketing include software companies, newspapers and magazines, sellers of information products, and online retailers.
Traditional direct-response marketing relies heavily on having access to performance statistics, such as open and response rates. PPC provides many comparable statistics such as click through rate, conversion rate, coverage and many more.
PPC works for brand advertisers. On the other end of the spectrum lie brand advertisers. The goal of these advertisers is to build a psychological construct (the "brand image") in the minds of their target audience, typically for the purpose of influencing offline or future purchasing behavior. This image can be highly successful in convincing consumers to pay high prices for products that are extremely cheap to make. Although it may seem abstract to some, the brand itself begins to accumulate significant--perhaps even staggering--value over time. And paid search is a powerful tool that can help increase this value.
Brand advertisers depend less on the types of performance-based statistics mentioned above and more on statistics that attempt to measure both the exposure and perception of the brand in the mind of their target consumers, such as brand awareness, brand recognition and top-of-mind awareness.
While you can't measure these metrics using paid search, you can measure share of voice (SOV), which offers an easy way to determine if your ads are being seen more or less frequently than that of your direct competitors.
Paid search also offers a few other incredible advantages to brand advertisers. First, it's incredibly cheap in comparison to the seven- and eight-figure advertising budgets used for other forms of media. There's also a difference in user intent. Most advertising reaches users through an interrupt mechanism (for instance, a TV or radio commercial). Search engine users, however, are actively searching for something either strongly or weakly associated with your brand. This may be information about your product ("Sensodine ingredients"), promotions ("Sensodine coupons") or a deeper but less obvious association ("sensitive teeth").
Finally, PPC gives brand advertisers unprecedented control over their message, allowing them to vary their copy based on searcher intent, geography, culture and so on.
Still have questions or ready to start? Contact Bell Modern Marketingdirectly and we will be happy to help you save your business money with social media marketing.