A Brief Introduction to PPC (Pay Per Click Advertising)

Pay Per Click

Pay per click is a wonderful advertising technology. It looks simple on the surface- not much different from placing really small classified ads, and much more relevant.

The same thing that makes it so powerful, keyword driven relevance, makes it complicated. Doing it the right way so you get positive ROI, beat your competition, and get the best customers for your services and products requires expertise. Doing it the wrong way ensures you'll end up thinking PPC is unprofitable and opting out of the competition.

Fortunately for you, there are a lot of people doing it wrong. If you do it right, or have it done right, you can beat out a lot of competitors.

A properly set-up and optimized PPC campaign, compared to one run by an amateur can:
- Cost you 96% less per conversion
- Give you results that teach you how to make your website more effective
- Get you a 1000% better click-through rate

We've seen leads and sales that cost $2 and leads and sales that cost $120. What's the difference? PPC expertise.

Properly run PPC campaigns are:
- Organized: Keywords are logically related in Ad Groups so that their corresponding ads are relevant and effective.
- Relevant: Keywords are relevant to the user's interest, the ads, and the offerings on the destination landing pages.
- Effective: Ads are well copywritten and endlessly tested to achieve high click through rate without low conversion rate.

The Crucial Importance of Landing Pages

A major key to success often overlooked is a set of focused landing pages. You may have multiple goals, or need to address multiple audience segments, or find a keyword whose concept you need to connect to your offerings. Each of these requires a landing page. Inadequate or confusing landing pages squander the visits you achieve with good click through rates. Based on what keywords and ads work best, your PPC manager can recommend landing page topics and keywords that need to be SEO'd into the landing pages. Landing pages have an impact on your cost per click as well- if a keyword is judged less relevant to its ads and landing pages, it will cost more per click to get the same ad position.

Pay Per Click Advertising... Rocks

PPC connects your prospects with your offerings, gets you more sales, teaches you more about what your customers want, and helps you make your website more effective. It won't wash your dishes or do your laundry, but get a more profitable PPC campaign, and hire someone to do those things for you.