Are you looking to increase visibility and drive more traffic to your business website? Pay-per-click (PPC) advertising is one online marketing strategy that can deliver results fast. But how do you know if investing in PPC is right for your business? Here are some tips to help you decide if PPC should be part of your overall strategy.
Consider Your Goals
Before implementing any online marketing, it's important to have clear goals in mind. PPC advertising can deliver immediate results and typically works very well for businesses seeking quick website traffic, lead generation, and an uptick in sales. The flexibility to control your budget, pause campaigns, and adjust targeting also makes PPC great for testing out new offers or ideas before investing in other long-term marketing strategies. According to Excellent Business PLans, a business plan creates a 30% greater chance of growth.
Evaluate Your Cost Per Click
One big factor is the potential cost per click (CPC) for your target keywords and industry. PPC costs are based on the level of competitiveness and demand for certain keywords. You can evaluate potential CPCs by researching keyword prices using Google's Keyword Planner tool or keyword research through PPC bid estimation tools. Average cost per click differs widely depending on your niche and industry. If your target keywords will be very expensive, other online marketing strategies may provide better long-term value.
Calculate Your Acceptable Conversion Rates
To make PPC advertising worthwhile, you'll need to convert website visitors into leads, sales, or subscribers at a profitable rate. Take time to estimate your expected conversion rates based on your website content, offers, and past performance. Calculate the conversion rates you realistically need to achieve a positive return on investment from your PPC spending.
Assess Your Capacity for Ongoing Management
Effective PPC campaigns require constant monitoring, testing, analysis, and optimization to maximize results. You need to honestly assess if you have the staff, time, and capability to actively maintain, and optimize account performance on an ongoing basis. Undermanaged PPC accounts often waste money on clicks and traffic that don't convert. If you don't have the resources to regularly improve your PPC campaigns, the investment may not pay off.
Carefully evaluating these factors will reveal if launching PPC advertising should be part of your overall online marketing strategy at this time. With clear goals established, realistic cost expectations set, and the internal capacity for ongoing management in place, investing in PPC could be a very effective strategy for your business. If you're ready to learn more about which online marketing strategy may be best for your business, reach out to Integritive today!
