Pay-per-click is the official term for the sponsored links on the side of search engines queries and side banner ads that persuade (or trick!) clients to visit the site they represent. The keyword in PPC is click, because clients are paying ad services for each actual click, or lead, that the ad yields. In theory, each click equates to a site visit, although the loading website could get shortstopped before it is fully visible. This fine distinction distinguishes PPC from other forms of online advertising, like banners and newsletter sponsorships that charge a flat monthly fee or charge per “impression” (CPM).
PPC is most lucrative for businesses that target lifetime customers, sell rare or big ticket items, or deal with seasonal and event-based products. The first category refers to businesses who are looking to attract clients who will consistently return for a lifetime, think doctor’s offices, lifestyle and fitness centers, or utilities providers. PPC pays off for greatly for such businesses by minimizing the cost of acquiring a new client who is likely to keep coming back and exponentially growing in value over the years.
PPC advertising for rare, once-in-a-lifetime products or seasonal products is judged in proportion to the overall value of the item. If, like a lawsuit or a first edition, author signed book, it yields huge instant revenue, incorporate PPC in your marketing accordingly with projected income.
Like most online advertising, PPC comes with its one army of management services that can maximize and optimize your ads. If you are a long-standing business, such as a medical office, utility or retail service, it pays to monitor and tweak PPC performance, and pays more to see a professional about it. Just like you have your specialties, PPC management has theirs. In order to determine if PPC management is required for your business, analyze how much you rely on online advertising, the duration of time you intend to utilize PPC and what percentage of your clientele would respond to a huge media presence.
Pay per click management will be great in maintaining a diverse online presence and consistently testing and tweaking ads to maximize and streamline performance. They are advisable for businesses who don’t have the time or savvy to fine-tune long running ad campaigns. Those products that target specific audiences, such as professionals on LinkedIn or any specific demographic on Facebook, would do well to learn how to reach potential clients in the most cost-efficient way.
Finally, if you’re business in one of many fish in the pond, PPC management can boost your search engine hits to boost your visibility and media presence above your competitors in high numbers.