Choosing Pay Per Click Advertising
Choosing whether or not to use pay per click advertising is an individual decision for each company. Here are just a few things to consider when choosing whether or not to use pay per click advertising:
Industry – Consider the uniqueness of your product. Do you sell something that many other sites also sell, or is your product hard to find? You may already have an advantage.
Visitor-to-sales Ratio – Take the time to figure out how many visitors you need to make one sale. Then calculate how much a visitor is worth to you (in dollars). This information will help you to decide how much your maximum bid should be for a click-through.
Competition – What marketing strategy does your competition use? If your top competitor is a big advertiser on Google AdWords you may want to consider bidding for a top position there as well.
Marketing Budget – Do you have enough money to make pay per click advertising part of your marketing campaign, or should you stick with free search engines? Remember that even though pay per click is relatively inexpensive per click-through, if there is a lot of competition for your keyword, it may not be as cost effective as you think. Make sure to do your math.
Submissions – Who will be handling your pay per click account? Your in-house staff? Your webmaster? Your mail clerk? Bidding on the wrong keyword will not only cost you money, it will cost you traffic. Outsourcing to a PPC management company is a good way to stay ahead of your competition. A reputable PPC management company will help you decide which engine is right for you, will help manage your pay per click account, and will make informed decisions based on solid experience.