PPC - you gets what you pays for

Advantages of PPC over Other Mediums?

You Only Pay For What You Get

It's called Pay Per Click because you only pay when someone clicks on your advert. Chances are that if those people are clicking on your advert, they are interested in what you are advertising. Therefore you don't waste advertising budget marketing to people that aren't interested in your product as you so often do in other advertising mediums.

You Only Spend What You Can Afford

PPC is cheap to set up and the budget is set by you. You decide how much you want to pay and can make immediate changes if you decide it is going well and want to invest more or vice versa.

Accurate Targeting

You don't just put your advert out there for everyone to see. In fact, it's more like customers come looking for you! Your potential customer types "Durban Hotel" into the search bar because they are looking for a hotel in Durban. PPC marketing can also be targeted more specifically to certain countries, regions within countries, languages and even times of day.

Nobody Is Too Small or Too "Niche"

There are no limits on budgets so PPC marketing is available to even the smallest of businesses. Due to the fact that you can target specific locations and keywords, even the most niche-targeted businesses can find potential customers.

Fast Set Up and Immediate Results

While SEO can take months before it starts showing results, PPC can be set up and delivering measurable sales statistics within a day! This makes it particularly ideal for short-term or seasonal promotions.

Accurate Trackability

PPC marketing can be tracked accurately and with very little lag time. You can measure which keywords are the most cost effective and which keywords bring in the most conversions. You can also track exactly how much money each keyword brought in and accurately work out your ROI. Using these statistics you can focus your strategy and optimise your campaign to bring in the highest ROI possible.

So there you have it! It all sounds quite simple and logical - it is for this reason that many individuals consider doing it themselves. So why get a professional? "Consider hiring an expert. This work is tedious, and requires constant monitoring. Submitting to the pay Search Engines is a process not an event. It is a chess game, and you need to manage every detail. A true professional will not cost you money; they will make you money." The quote says it all.

Coming soon: Chapter 7. What should you expect?

Now that you understand the basics of PPC the case study in the next chapter will cement your knowledge as well as give you an understanding of how the theory is put into practice.

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