As advertising propositions go, PPC really can't be beaten.
PR-Inside.com: 2016-12-06 18:25:24
Someone has your product or service in their mind right now and have searched for it online. They see your advertisement and click on to it. Is there any better time or way to catch anyone at the right part of the buying cycle?
Probably not, but if you don't know what you're doing, you could spend unnecessary time and money on getting people to click through, only for them to fail to convert.
If someone is searching for a specific type of ceiling light and you sell it, great. You're the perfect candidate for PPC. Yours, however, will not be the only advert for that ceiling light on the search results.
You put in just the name of that ceiling light as your key phrase. Can you be sure there aren't others you could choose as well? If not, you might be missing out on a huge number of buyers in the market.
You write an advert for your site.
How do you know it's really effective?
If you don't try split testing (having different variations of your advert appear), you'll never know. So, you could be missing out on clicks from customers who would have visited you if you had a different advert. Not only does that hit you in the pocket, the search engine will automatically push your advert down for ones that visitors are actually clicking on.
For the people who do click your advert, what do they see? They came searching for a specific type of ceiling light. What the advert sent them to was your home page or your contact us page, neither of which contain the ceiling light they were looking for. In this era of instant gratification, they'll leave straight away. They don't have time to look for that ceiling light and someone else will probably take them straight to it on their site.
PPC is worth it but it's complicated.
For many, this is where using a PPC agency comes in.
A PPC agency will do extensive keyword and key phrase analysis to make sure that you're actually appearing in front of everyone who's after that ceiling light. They'll also find the adverts that gets the most clickthroughs to your website at the lowest possible rates through split testing and advert quality enhancement.
PPC agencies make sure visitors land on just the page they want when they come to your site, meaning that there's more chance of converting those leads into sales.
The rewards, in terms of PPC, can be massive - if you do it correctly, the money you make from online sales will easily outweigh the amount you paid to get internet users to visit you.