Does Pay Per Click Marketing Make Sense For You?

Patrick Yuan - 9.6.2012 11:00 AM

When it comes down to it, Pay Per Click (PPC) marketing is just like any other marketing effort. The bottom line always comes down to the same thing: are you getting more return on your marketing than you are investing into it? The greatest part about PPC and other Internet marketing strategies is that you can easily track your ROI to determine just how much you’re gaining or losing from your efforts. If you are having questions about whether or not your company should invest in a PPC campaign, here are some things to consider that should help you determine whether or not it is the right choice before you invest much time into it.

The first thing to consider with a PPC campaign should be how well your website is equipped to convert incoming traffic into leads/customers. No matter how well you choose your keywords, how well your ads are written, or how big your daily budget is, it all comes back to your website to seal the deal. If you are having questions about whether or not your website is up to par, here is some information on directing visitors through the conversion funnel. There is just no point in paying to drive traffic to a website that does not convert. If your website is not ready, you should anticipate spending money on either a new website, or at the very least creating landing pages that will convert at a much higher rate than your old website. If this is already not within your budget then you should wait to try PPC until your website is ready.

If you are sure your website is ready to drive conversions, the next thing to consider is your keywords. If you are not sure what your keywords should be, here are some tips to choosing the right keywords. From here you can determine how much each keyword is going to cost per click to see whether or not it is even worth trying to compete. Obviously, if the clicks are so expensive that even with a really high conversion rate you won’t see profits, PPC is just not for you.

Lastly, you need to determine what budget you have to spend on your campaign. Your budget will be broken into a daily spend that you go through daily as visitors click on your ads. If you are bidding $2/click on your keywords and your budget is only $10/day you can expect about 5 clicks per day. This limited traffic may provide enough boost to justify the campaign but you shouldn’t expect major profits from it.

How to use this Information
The biggest piece of advice I have for you when it comes to starting a PPC campaign is to do it right from the beginning. If you are not 100% committed to the success of the campaign from the beginning, it could be a rocky road to success or doomed to failure from the start. If you would like help determining whether or not PPC is right for your company or would like someone to set up and maintain a PPC account for you, please contact Webolutions today.
 

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