In the modern business world, it is important for companies to incorporate internet marketing into their advertising strategies.
Google earn an astounding 96% of their yearly revenue from advertising. In large part this is achieved by using a common campaign strategy, something known as “pay per click marketing” or PPC, (in their case, Google Adwords) and it is highly successful. Although Google has seemed to corner the market, Bing (Microsoft) adCenter, Yandex Direct (Russia) as well as Baidu Paid Search (China) also play an important role in the modern PPC market.
What Is Pay Per Click Marketing?
As defined by Wikipedia, pay per click marketing is “an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked”. In other words, every time a potential customer clicks on the ad you place, which shows up based on keywords the customer searches, you pay a fee for your placement.
An example of good use of PPC has been in building the outsourced bookkeeping business of Virtual Business Source by focusing strongly on the search term of “bookkeeping services”. Their bookkeeping fees gained have far outstripped the PPC costs incurred.
There are numerous benefits to a pay per click marketing campaign. First of, this strategy allows supreme customization by using keyword optimization. It also drives traffic to your website incredibly fast, showing your ads in one to two business days. In addition, it tends to be the most cost-effective option available, delivering the strongest results for your dollar. Perhaps most importantly, pay per click advertising gives you complete and total control over your advertising campaigns, as well as track your profits and spending down to the every cent.
How To Incorporate It
Many businesses these days commonly use search engine optimization, more commonly known as SEO. Although this is an effective, long term strategy, PPC marketing offers also immediate results; it gives you a reliable traffic flow for a measurable amount of money.
One example I have seen recently in a real niche area is a payroll bureau in the UK using PPC to direct traffic to its school payroll website (www.school-payroll.co.uk). In the UK the legislation for schools has changed so that they can become Academies and that gives them the status to be able to run their own finances without local government control. Business decisions, like outsourcing payroll, can then be made by the school. This has meant that many School Business Managers are searching the web for suitable suppliers.
In addition, PPC is also effective in response to timely events. So, for example, if you’re an air conditioner company based in San Francisco, when the heat wave hits, you won’t have time to build a page, acquire backlinks, and wait for Google to realize the value of the search “California heat.” You’ll need immediate action to respond to potential customer needs, and PPC provides that.
It also becomes useful when retargeting previous clients without hitting them over the head with a constant barrage of your product or service. You can set the amount of times someone sees a specific ad a day, preventing you from annoying the customer base (and losing money).