Why Pay for your clicks?
Pay Per Click campaigns augment your organic Search Engine optimisation but gives you immediate and measurable results and flexibility.
Using pay per click, you can promote seasonal offers and specific products.
You can turn your pay-per-click campaign on and turn it off.
You can set it to work in a specific geographic radius or restrict it to a town, county, or country.
Pay Per Click means that you pay for every time someone clicks through to wherever you point your advert at.
Pay Per Click content
So to avoid wasting money, you need to make sure that your campaign is well thought out in respect of the offer, target market, or market segment and that your ad corresponds to the information on your landing page.
The landing page (the page the PPC advert links to), in turn, has to equip the visitor with decision-making information positively, i.e., price, availability, delivery time, approved accredited service, etc.
A call to action is required (marketing speak to instruct the user what to do next or now preferably) such as "order before 2 pm for next day delivery."
Be in Control of your Pay Per Click Campaign Budget
You can budget by stipulating the amount you want to pay per click, and the time frames in a day when you want to have your advert on display, a daily budget, and a set period, i.e., 2 weeks over which you want your campaign to run.
Planning your PPC
Pay per Click puts the phrase "Time is money" into perspective.
Take the two following "AdWords" Titles.
"Earn by working from home" attracts a mind-blowing number of clicks and the associated cost per click.
"Telesales Earn, £s at home" attracts far fewer clicks but will have a higher % conversion rate and cost you less as it is more specific and will only appeal to those prepared to entertain cold calling.
The difference is a lot of clicks and a lot of savings.
PPC Campaign Implementation
A Pay Per Click Campaign has several stages once the decision to market has been taken:
- The crafting of the ad itself
- The design and content of the landing page
- The operational procedures to the response generated from the campaign, i.e., purchase, enquiry, or registration.
- The persistent monitoring of the campaign through results and analytics and amendment where required.
It is easy to have too broad a scope of references, where you get too many click-throughs that cost you money for little or no return, and too tight a scope restricts traffic.
A real example of a small service led company
We recently ran a campaign for a client to generate enquiries for the service offered. The campaign ran for one week. The cost of the click thru's of the PPC itself was £140.
The enquiries generated from the pay-per-click campaign converted into a revenue of £59,250, which, for the size of the business, kept them busy for a few weeks, at which time we repeated the exercise with similar success.