You’ve seen those ads along the top and right of Google many, many times. They’re called PPC ads, and in case your memory’s a little foggy, they look like this:
PPC stands for Pay-Per-Click, and it’s Google’s leading source of revenue, so you can rest assured it’ll be around for some time.
It is yet another marketing tool at your disposal. It may or may not be right for you.
However, here are the benefits of PPC advertising, and then you can decide whether or not it makes sense for your business:
You Can Get Business Now
It can take anywhere from weeks to 6 months to a year (more likely 6-12 months) before you start seeing revenues come in from your inbound marketing efforts. PPC, on the other hand, requires some research and administration, and then you’re ready to get started. It depends on how fast the company providing the service is, but you can get the campaign started within a few days to a week after agreeing to have the service performed.
You Don’t Need a Massive Budget to Start, But…
It’s true, you can get started with a few hundred bucks and get those leads coming in right now. However, you have to be careful because of Google’s Quality Score. This score weights factors such as the quality of your landing page, and the relevancy of your ads and keywords to a person viewing your ad. The higher the score, the less you pay per click. The lower your score, the more you pay.
So, it’s important to get a nice ad and landing page set up so you can get those leads coming in, but you don’t want to go too fast, make mistakes, and cost yourself money.
You can Compete with the Big Dogs
…For at least some keywords anyway. The cost per click for a keyword ranges from a few cents to over $70 for terms like “auto insurance quote.” On the lower cost keywords, anyway, you can compete with industry leading corporations immediately, even if it’s just you sitting in your basement or apartment.
Increase Your Local Visibility
If you’re a local business, you can pre-qualify traffic based on location, which ensures you get the right people to your site immediately. As people search on local terms, they’ll also see your ads, enhancing the image of your brand in your local area.
Keep Control of Your Budget
Even though costs can rise quickly if you’re not paying attention, it is possible to set a daily budget limit that you don’t exceed. You get all the benefits of advertising locally, and you don’t have to worry about unexpected costs.
So Is PPC Right for You?
If you’re just getting started, it can be a big boost right from the get-go. And if you’re already marketing online, it can be another great way to diversify your marketing efforts.
So just keep these benefits in mind, and consider whether they’re an appropriate fit for your business now or in the future.