Is Pay Per Click (PPC) Worth the Money?

October 12, 2017 Crystal Mateo

Many businesses, especially start-ups, often fear the word “pay” in pay-per-click advertising. This fear can derive from an unfortunate experience, the idea of losing money, or sometimes the result of attempting PPC without the help of an expert. A lot of small business owners underestimate the benefits of PPC, and as a result, they are definitely missing out on a great opportunity to grow your online business fast.

PPC (pay per click) advertising is definitely essential for online business success and a necessary component for a robust digital marketing campaign. But the cost of PPC depends on conversion rates and the value of customer purchase. Tracking and analytics can fill the gaps with data about how much you can spend and how much you should spend on pay-per-click. Unfortunately, many small business owners don’t have an idea on how much they can afford to pay to get new leads or customers. Let’s briefly discuss essential reasons why PPC advertising is really worth the effort and the money.


#1 You Only Pay On What You Can

One of the misconceptions around PPC campaigns has to do with its cost. A lot of people believe that PPC is just a complete waste of money and that keeps them away from using it. Yes, it is definitely a bit costly, but if you’re not careful on how you spend your money, you will end up draining your budget and not get the results you want. Everything is measurable, from the clicks you will get, visits to your website and the conversions you will make, so make sure that you review thoroughly on how much you will spend.

When we talk about PPC advertising, we’re talking about paying for an ad placement and putting it in front of people who search on Google or Bing, or scroll through their social media accounts. When you stop paying for your ads, it stops appearing as well. Google has definitely made the smooth transition from just being a search engine to becoming an ad engine. Marketing on a small budget might seem difficult to get noticed, but there are ways to get results. A well-planned and highly detailed PPC campaign can generate significant results for your company without spending so much. If you’re new to Adwords or Facebook ads, it is wiser to hire professionals who can set up the campaigns for you. If you can’t afford to have them optimize it on a monthly basis, then at least you’ll know that you started correctly.

#2 Target The Perfect Audience

Google is continually adding new methods in Adwords to help businesses find their ideal customers. Each of these methods has their own unique way of placing ads in front of potential customers during a certain amount of time. Targeting is one of the most valuable assets when it comes to PPC and can be used to create hyper-focused ads and great online experiences for your target market.

The most significant factor when you decide to include a PPC campaign in your online marketing strategy is whether this approach can get you a new lead in every amount that you spend. Unfortunately, many small business owners don’t have any idea on how much they can actually spend to acquire a new lead or customer. In the world of PPC, it is an excellent strategy if you do exactly what your highest competitor is currently doing, but do it a little smarter. In fact, there is always an opportunity to form new strategies that will blow your competitor away. There are even marketing tools out there that’ll make the process of targeting a lot easy. These targeting methods can also be used so that your business can be part of the whole process when a potential customer makes an online purchase.


#3 You Can Track Their Every Move

Some of the most advanced tracking methods in an advertisement can be done using PPC. In fact, you can make money in PPC by knowing exactly what type of keywords or time of the day are resulting in greater conversions. Without this knowledge, you could be advertising the wrong way and can entirely miss out your target audience. Once the tracking is set up, it is now easy to see the amount you are spending to achieve a conversion for each of the keywords. When you finally collect enough data, focus on high performing keywords and remove the ones that aren’t that effective. This gives you a view if your Adwords account is getting the results you want and not just a complete waste of money. Having an in-depth conversion tracking also unlocks the ability to view revenue and conversions.

PPC can convert leads into sales. This means you can probably afford a certain amount per lead depending on your budget. But how much should you actually spend in total? Spend too little, and you might just be wasting time. Spend too much, and you might end up losing more. Setting a certain amount of cost is an easy way of setting the bar for keyword performance. This gives a limit on how much you can spend to achieve a conversion. If you aren’t tracking and don’t know the exact amount to spend, you can always hire a PPC management company that can put numbers together to help determine your ideal budget.

Ready to Use PPC?

The best part about using PPC advertising is that it’s quantifiable. You can evaluate its value with existing numbers, and track the results you want to make sure it’s working. You can even adjust your budget on a daily basis if you find that you’re spending too much or too little. Like most things, creating and managing an effective lead generation PPC campaign is complicated, and it takes quite a bit of knowledge and expertise. Although it’s a bit complex, PPC can be a highly effective form of advertising, and it offers business owners an incredible power of control and transparency.

However, before you start using PPC campaign, you must know your numbers and put it in position to carefully track your results. Pay-per-click advertising offers incredible control and flexibility, but the price of this power is quite complicated. If done correctly, PPC advertising can become an advantage for your businesses looking for a way to increase online efforts.

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