If you are a business that uses the web to drive sales, you’ve no doubt heard about pay per click advertising (PPC). The concept is simple: You create a digital advertisement that send visitors to your website after they click on a link. Why then is there so much controversy about PPC’s effectiveness? Read on….
Doing It Right
First and foremost, the design of your pay per click ad has to be good if you expect results. Often, businesses setup one or two PPC ads, let them run for the duration of a small test budget, and then decide that they didn’t see a good return on investment. The problem with this thinking is that if your advertisement wasn’t setup for success in the first place, how do you know if PPC can work for you.
Developing strong copy and calls to action for your pay per click ad are very important, but only a piece of the puzzle. Platforms like Google, who are, by the way probably the most influential players in PPC ads, require you to have solid landing pages where you send your visitors. If you have an excellent ad that converts into many clicks, but you have no chance of converting visitors on your landing page, then you aren’t doing it right.
Designing a COMPLETE strategy for your PPC campaign is very important, and you need to take the time to make sure all components are in good working order, but there’s more….
Testing 1,2,3
One of the biggest advantages of PPC is the ability to monitor and change. Since you aren’t locked into paper and ink, you have the ability to make copy and other changes on the fly. Watching things like who is clicking when allows you to gain insight into your ads, and you can also setup A/B tests that show you what parts of your campaign are the most effective.
A proper PPC strategy requires solid planning and consistent evaluation.
Launching!
Partnering with a trusted professional who understand pay per click advertising is important. If your current or potential partner isn’t concerned with the points we’ve outlined here, you are probably being underserved. Contact us and we’ll talk about how we might help you see good success with a solid PPC campaign.