Is PPC Advertising Right for My Business?

PPC marketing has been on the lips of nearly everyone for the past few years. Companies have often tried desperately to bring in new customers through these paid acquisition channels, but is this technique really working as well as it should?
 
BRUSSELS - March 14, 2016 - PRLog -- After a recent conversation with a colleague of mine I discovered that their PPC budget was doing little to nothing for their site despite carefully chosen keywords and targeting that I had assisted with. Other individuals I've ran into have worked with outstanding marketers in our field as well with the same dismal results. So I thought it was worth taking the time to see if PPC was really doing all it could for businesses around the world of various sizes. Follow along to see what PPC could really do for your business.

What is PPC?

Pay per click advertising is an internet marketing or advertising strategy designed to drive traffic to your website when you pay the ad publisher. The payment is the amount of money needed to have the ad clicked, in other words to have the ad placed and put in front of "the right people". Rather than relying on organic traffic or social media, you are now relying on ad based marketing that may or may not attract qualified leads to your site. Remember the goal isn't to attract everyone, but people interested in purchasing your products or services.

How can PPC help my Business?

The idea behind PPC is that it can help you to drive in traffic and get more leads. Once the qualified leads arrive on your page they should become a conversion in most cases. This would help your business to sell more products or get more clients. In turn you should be reaping profits from your PPC efforts with a great return on investment for your PPC funding. Sounds like a great investment right?

The Downside to PPC

PPC can often be confusing for many business owners, take time to implement and research the right keywords, and produce little to no return on investment for some individuals. This could be due to poor set up or implementation on the part of the user, or it could be due to generation of poorly qualified leads through these tactics. Of course this channel of marketing is also dependent on a constant influx of cash to fund the ads as they are clicked. When the budget is gone the ads stop coming, which leads me to my next point.

After PPC, When the Lights go Out

The colleague I referred to before described their experience with PPC in the very end as the lights on their site going out. After the PPC campaign was over and they attempted to keep the momentum going the traffic slowed to a crawl. While I understand that PPC ads should be used as a part of a comprehensive marketing plan, business owners may be led to think that this one channel is their salvation in marketing. Unlike organic traffic from content shares, social connection, and user generated content or word of mouth advertising, PPC is not a long term solution unless a business has the funds to pay for these campaigns month after month for the lifetime of the business.

The verdict is in…

PPC could be a viable solution as part of a comprehensive inbound and outbound marketing plan for a stable company. PPC should not be used as a standalone technique and should not be relied on to generate sustainable traffic once campaigns have ended if funding is not continuous for PPC efforts. PPC may also not bring in qualified leads at all times and may not produce as many sales as other inbound marketing techniques that allow companies to nurture or grow a healthy connection with their customers over several visits. I also want to mention that PPPC techniques may produce high bounces to your site as well if leads weren't looking for you or if they aren't inspired to come back to the site due to lack of content or poor user experience. In the end you know your company best so if you decide to try out PPC, keep an eye on those analytics and keep realistic goals in mind when using this technique.

Do you have questions about PPC advertising for your business? Contact us (http://thecontentoasis.com/index.php/contact) today for a free consultation!

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Megan Spencer-The Content Oasis
***@kimeralive.com
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Industry:Business
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