There's a heck of a lot to be said for instant results and total control.

It’s one of the more significant advertising innovations, ever. If you haven’t at least experimented with Pay Per Click, you may well be handing cost-effective leads to competitors.

There are some very good reasons to be using Pay Per Click advertising (“PPC”): you pay only for results (“click-throughs” to your site); it’s incredibly flexible; it’s simple to set up and get started. Perhaps best of all, you can track its ROI clearly and objectively; so there’s never a reason to spend more on PPC than it’s worth to your business.

Because of its startup ease and relative transparency (compared to SEO), many companies embark on a PPC program totally on their own ...and we’ve supported that approach via the material in this section and in our PPC White Paper . Maintaining a PPC program with good ROI is another matter: the testing and chronic fine-tuning involved tends to require much more staff time than many companies want to allocate to it. For them, outsourcing their PPC campaign management to a professional Web marketing firm such as Masters Marketing N Management Services is generally the best decision. This will insure instant results and the best bang for your buck!

 

 

 

 

So.What is Pay Per Click, Anyway? 

 

Why You Should be Using – or at Least Testing – Pay Per Click

If your company is a B2C, or takes any customer orders online, you probably already are ...for the same reason that most B2Cs have substantial traditional advertising budgets: you simply can’t afford to be relatively invisible in a medium that at least some of your competitors are almost certainly exploiting. No surprise, then, that some of the highest keyword bid rates – and some of the most skilled PPC specialists! – are to be found in the B2C or e-commerce arenas.

But B-to-B companies also have many reasons to at least experiment with PPC and determine what it can do for them. Here are some of those reasons...

Pay For Result.

One of the most compelling features of PPC – perhaps even more to CEOs than to marketers! – is the notion of paying only for leads that actually come to your web site. This is “narrowcasting” on steroids! You don’t pay to show your ad to everyone watching the Super Bowl at 9:03 pm, or everyone who picked up the January issue of Networks Incredible ...which is 96% waste. Instead, your ad is seen by only those with some interest in your product or service (as evidenced by keyword match); and you pay for only the subset of those viewers who actually clicked on your ad.

Incredibly granular control/flexibility: With PPC, you can control...

  • your chosen keywords/phrases
  • your bid price for those keywords (and consequently your spot in the rank-ordered PPC listings)
  • your ad copy
  • the offer your ad presents to the searcher
  • the contents of your landing page

With all those levers available, you can vary them systematically, experimenting until you achieve your ROI target across your entire campaign. Given that degree of control, the only way to lose your shirt with PPC advertising is to float an ad at a relatively high bid price and then ignore it ...in which case you really have only yourself to blame. (After all, inattention can kill your offline ad campaigns, too ...just not as quickly!) But with a bit of judicious attention to the controls provided, you’ll generally be able to make PPC pay its way for you quite nicely.