Pay per Click Advertising
Pay per click advertising (PPC), also called sponsored search or search engine advertising, allows you to advertise your product or service directly to your target market. Combining PPC with search engine optimization (SEO) services offers more power than any other advertising medium!
PPC advertising is ideal for businesses of all sizes and types. And, because PPC advertising can be set up very quickly, you can realize benefits almost immediately. Pay per click advertising allows you to:
- Advertise your business to a worldwide, regional or local audience
- Run multiple ads and quickly measure results to find out which ads work best for you
- Advertise to your target market based on keywords and key phrases
- Quickly and easily adjust your promotion message if necessary
- Stop, or pause, your advertising at any time
- Manage your monthly spend and your cost per click
- Reach your market in a very cost effective manner
Pay per click (PPC) advertising can be set-up quickly
Pay per click advertising can be implemented much faster than most forms of advertising. For example, a Google AdWords campaign can be set up and running often within 15 - 30 minutes. You can increase, or decrease, your campaign budget at any time. In addition, you can update, or pause, your campaign at any time to adjust to changing market demands.
You can set your pay per click programs to display to an international audience, a regional audience or a local audience. Depending on your product or service, you may need to run your ad to all of Canada, to certain provinces or just to a major city. Programs like Google AdWords provide this flexibility with ease.
Pay per Click (PPC) Advertising is Measurable
The Internet makes it very easy to measure and quantify the actual benefit of the PPC advertising campaign as a whole, but also each part of the campaign. This is usually done by adding tracking code to the website but there are other methods as well if this is not possible. We utilize both methods to continuously monitor and improve the performance of different client campaigns.
This type of advertising is called pay per click and it is very easy to measure "click through rates" (CTR) or "Cost per Click" and this give an idea of how many visitors arrive at a client website. But cost per click is not the most useful measure of a campaign success. Some website visitors are more useful than others. A more useful measure is number of relevant visitors or cost per sale or cost per conversion. PPC advertising makes is very easy to calculate the cost per sale through this form of advertising.
Pay per Click (PPC) Advertising is Cost Effective
In the short term, PPC Advertising is usually one of the more cost effective forms of advertising on the Internet, especially where industry bid prices are low. But in some market segments, fierce competition has driven bid prices to such a high level that the cost of generating a sale is more than the profit from that sale.
In most industries it appears that natural listings get a better click through rate than sponsored (PPC) listings and in our experience natural search engine optimization usually offers a better return in the longer term.
Pay per Click (PPC) Advertising benefits smaller businesses
Pay per Click Advertising enables small and medium sized enterprises t compete very successfully against the large national / multinational companies. Pay Per Click (PPC) creates a level playing field for small businesses, and by careful choice of PPC parameters your ad can show above those of large business or multi- nationals.
Why use a PPC management company?
There are several good reasons for using a professional PPC management company.
- By using qualified professionals your campaign should perform better, giving significantly better results. The increased ROI from a well set up campaign should be more than the PPC management fees.
- Broader marketing knowledge. PPC marketing companies that have a large variety of clients will have a good overall knowledge of the different Internet markets, and gradual changes in behaviour between these.
- Reduction in your costs. Managing a PPC properly takes time. Some campaigns need monitoring at least daily, and a PPC management company will be setup to do this.
- Up to date skill level. PPC providers are continually improving their products, with new types of advertising opportunities being created. Keeping up to date with what works (and what does not) takes time, unless this is your particular business.
- Useful management information. A good PPC manager will produce regular summary reports (not just standard campaign data), highlighting any major issues. These can often be used to improve other areas of Internet Marketing.
- Our professional status
- Comprehensive reporting to identify where your budget has been spent
For more information about search engine marketing, online advertising or paid inclusion, call us today at 416.421.2689 (Toronto) or toll-free at 1.877.746.2666, or complete our Internet Marketing Enquiry form.
