Pay Per Click (or PPC) advertising can help you to drive new sales leads in the right direction, straight to your website’s product line-up, for the cost of less than a cheeseburger lunch. However, it can also be all too easy to lose yourself and a fair amount of money in the process.
The Pros of PPC
Before evaluating the negative sides to a pay per click advertising campaign, it is important to remember that a PPC campaign can prove to be an excellent marketing strategy for any new or existing your online business. If your marketing budget is near limitless then you are certain to be able to obtain a higher search engine ranking than your competitors that, in turn, increases your positive click through rates and allows you to see an increase in sales. If managed correctly, your PPC campaign can certainly provide you with a great return on your marketing investment.
The Perils, the Pitfalls, the Warnings
While a PPC campaign is certainly an excellent method of advertising your business and boosting your search engine rankings, there are several significant concerns that should give you pause and provide you with the opportunity to give serious thought to your PPC efforts.
– Budget Busting. If not managed correctly, your Pay Per Click campaign can quickly leave you with a massive gap in your marketing and overall business budget. While it is true that every click through to your website is a potential sales lead, if you do not optimize your website to ensure that you are providing your potential customers with the information that they seek, you are simply wasting time and money.
– Quick ROI or Long-Term ROI. To avoid busting your marketing budget, it is important that you carefully monitor your return on investment (ROI) to ensure that your campaigns are working in the manner that you would like them to. While a good ROI is an important part of any marketing plan, without careful monitoring of your campaigns it is all too easy to lose sight of just what your ROI is going to be. If you are looking for the biggest immediate bang for your buck, then bidding high on your keywords will launch you into the highest positions within the search engine results and provide you with an immediate positive ROI. However, if you are looking to build a long-term ROI slowly via your PPC campaign efforts, then it is important to manage your campaign in a manner that will allow for a slower but steady stream of potential sales leads.
– Careful Campaign Monitoring. While it is certainly possible to see a rapid increase in click through to your websites via your PPC campaigns, without carefully monitoring your campaigns, you may not be fully aware of just how effective the campaigns actually are. Is the increase in traffic to your website due to your PPC efforts or from your other SEO projects that are perhaps less pricey options for driving positive sales traffic to your business?
A PPC campaign can very rapidly prove to be a major drain on business without an appropriate Adwords Training, providing you with any of the positive ROI that you require. Do your homework and careful research to ensure that a Pay Per Click campaign is, in fact, the best advertising method for your business marketing needs.
