Is PPC The Right Choice For My Business?
Thursday, February 26, 2015
Pay per click (PPC) is the best way to advertise to a target audience. This increases your exposure and drives traffic to your website. Depending on your budget and goals PPC are a key part to most any SEO campaign. These ads appear in search engine results and also in any partner or display network sites as well. The ability to deliver an ad to a highly targeted audience provides an incredible value. Remember, PPC can be a part of an SEO campaign, not the whole campaign. For example, if you have an ad that links people to an ugly, outdated website, chances are people will click back out of it. That’s just one example of how PPC isn’t the whole picture.
Here are 5 questions you can ask to decide if PPC is right for you.
1. Is the money spent to acquire a new customer worth it?
Return on investment (ROI) is a critical factor for your advertising budget. You need to make sure that the money you’re making with PPC ad will at least offset you PPC expenditures. You must consider the value of a new customer by how much they will spend and for what time span.
2. Is your profit margin enough to compensate for advertising costs?
The higher the profit margin of your product or service the easier it is to make up the PPC costs of that particular sale. Of course, there are exceptions to this like a higher volume of sales with lower profit margins. If you are targeting less competitive keywords your PPC cost can be much lower as well.
3. Do you fall into a specialized or niche category?
often time, If you offer a niche product, the cost per click (CPC) for your niche keywords will be much less expensive than mainstream keywords. This is great for your ROI.
4. Is your Product Range Extensive?
Depending on the scope of products or services you offer you can target ads as specifically as you’d like. For example, if you sell T-shirts instead of ads that target “t-shirts”, which is really broad, you can create ads that specifically target people looking “small gray mens cotton t-shirts”. You can cover your complete line with these specific type ads and spend money on the ones that are making you money.
5. Are your goods or services seasonal?
PPC can be ideal for those with seasonal sales. For example, pool companies, school supplies, Christmas decorations… etc. During certain times of the year people will be more inclined to search for specific things relevant to that season. Your PPC ads can take full advantage of these seasonal sales.