Is PPC something your business should be investing in? You should and here’s why:
What is PPC?
PPC stands for pay-per-click, which increases your business’ search position on Google to gain exposure. It stands for pay-per-click, which is the ability to show advertisements to users on both Google and Facebook based on their browsing interests, therefore it’s tailored to their keyword search. The best part about PPC advertising is the user only has to initiate the interest in the product being advertised because based on their searches of similar products the ads presented to them will be tailored. PPC advertisements are naturally viewed on the top or sidebar of the user’s Google or Facebook pages at any time while they’re active. Each click on the advertisement results in payment or a bundle of clicks results in payment, therefore it can truly be catered to both the advertising business and the viewing user.
Outcomes from PPC
The typical outcomes from PPC depend on the industry you’re working within and cost budget. A higher cost budget results in higher success, but each client’s success depends on what their needs and wants are for the campaign. Each company’s budget will vary based on size and campaign objectives, therefore there’s no universal budget. Something to keep in mind if you’re a smaller company is PPC can be turned on and off at any time. It’s not a one-time deal, nor is it a long-term growth tool. The process of a new PPC campaign should be planned out and discussed with your agency so the objectives can be conquered in a timely matter.
How Should a PPC Budget Be Set?
The beauty of PPC is it varies based on industry and the trends happening within it. Budgets for small businesses depend on the results desired for the PPC campaign. After the results are discussed, an internal budget of expendable wages should be made to present to your agency. This is not only give a rough estimate on what portion of those funds should be spent and when, but how big or small you’re wanting to go with the campaign.
Timeframe for PPC
When creating a PPC campaign, the first step is establishing with your agency what you consider to be social success. This established goal should bring open communication with no hidden ideas or goals allowing for suggestions for progress. Don’t give up on PPC if you don’t see results within the first week or even month of implementing this into your budget. The typical timeframe to see results for any PPC campaign starts with a two-month trial. You should always be pairing PPC with SEO (search engine optimization) to increase your company’s exposure and engage the furthest audience possible. If you’re company is not interested in SEO, your PPC campaign should aim to be 6-12 months seeing as it’s a short-term fix for SEO. PPC campaigns should lead into SEO efforts because the goal is to achieve the #1 spot on an organic Google search and PPC aids in that.
As your campaign develops and carries past the trial months, there are many checkpoints along the way to see if your efforts are producing results. Sending monthly reports analyzing where things are heading is one way to monitor, although these monthly reports shouldn’t be taken with 100% satisfaction because a downward conversion for one month doesn’t mean PPC isn’t helping your business. A timeframe of 12 months is the most secure way to gage success and show the positive growth PPC has, but it can be frustrating not seeing the conversions based on payments. Try to look for small wins throughout the first six months to push yourself to keep going through the first portion of the campaign. PPC is not something to give up on because when a strategy is in place it shows where your money is being spent and why it’s being spent there.
You can put a loaf of bread in the oven, take it out a little early and eat it, but you have to let it bake for the entire time for it to be perfected and taste correct. Your perspective on PPC should be the same. Giving up after one month is like eating a half-baked loaf of bread, one month won’t tell you if it’s working because there’s not enough search volume to record. Contact us today to start your own PPC campaign!