Pay per Click Ads
1. Pay per Click Ads are ads that pop-up after you type in what you want to search for.
2. Advantages of Pay Per Click ads
• PPC is simple and can generate traffic quickly.
PPC campaigns can generate traffic to your website as soon as the ad goes live, which makes it appealing especially if you want to see results fast. More so, the concept of putting up an ad and paying for the number of clicks it gets is easy to grasp and understand, which adds to the appeal of PPC.
• PPC campaign results are easy to measure.
Unlike Search Engine Optimization (SEO), the results of your efforts on a PPC campaign can be easily measured.
Most PPC networks have metrics that allow advertisers to see if their ads are generating conversions and profit. These metrics are designed to show the number of viewers who saw the ad, number of clicks, and if viewers reacted to the ad as you expect them to.
There are also conversion pixels, which are codes present in PPC services such as AdWords. They allow you to see which keywords, ad messages, and landing pages are generating conversions.
• PPC allows you full control.
In a PPC campaign, you have complete say on what will appear on your ad, where will it be published, and which audience it will reach. You can also control what keyword searches it will appear for. Because of that, you can optimize user experience, filter unnecessary traffic, and reach your target markets whether locally or internationally.
• PPC Ads can be adjusted easily.
While other search engine marketing techniques may take weeks or months to adapt to current market behavior, PPC campaigns can be easily revised in order to meet the latest trends and developments in the field.
• PPC Ads are cost-effective.
The cost of placing an ad for a particular keyword can cost for as low as $.10 per click. If that click led a user to buy your product or avail of your service worth $100, you easily made considerable profit.
Disadvantages of Pay per Click Ads
• PPC can cost a lot if you can’t manage the campaign properly.
We mentioned that PPC is appealing because it can generate exposure and conversion for a low cost, but it can backfire on your budget if you’re not careful.
One of the ways that you can overspend on a PPC campaign is when you get caught in a bidding war over keywords with your competitors. While it’s your goal to get the top spot on ad listings, you shouldn’t let it make you spend more than what you initially intended to. Instead of competing for a widely searched term, focus on specific keywords that cost less but are more targeted to your desired market. Doing so will help you stick to your budget.
• PPC can generate junk traffic.
There are times when some business owners will deliberately click on their competitor’s ads just to rack up the latter’s expenses. The volume of the clicks may appear good in terms of statistics and figures, but it’s going to be bad for your finances and goals.
Remember, search engines or website owners don’t take into account whether the clicks generated profit for you or not. As long as the ad is clicked on, you will get charged. That’s why you need to manage your PPC campaign closely so that you’ll know if your ads are generating conversions and reaching the right audience.
• PPC campaigns are not always successful.
Holding a PPC campaign doesn’t necessarily equate to an increase in conversions or in your sales. It’s not just about setting up ads and expecting them to generate traffic and dollars to your business. A PPC campaign will only be successful at helping you attain your marketing goals if you know how to manage it properly.
3. Attention: Average Position
Generally the higher your average position, the more visibility and attention you’re going to get. The problem is that as your average position goes up, your price tag follows.
Interest: Symbols
Unlike the set of symbols above, this next group is not only for grabbing attention, but for reinforcing your relevancy.
Desire: Customer Reviews
These are a great way to build trust with searchers unfamiliar with your company. By telling them others have had positive experiences with you, you’re helping them believe they too can have a positive experience.
Action: Obvious Call to Action
Whether you want them to fill out a lead form, download a white paper, or buy something, he needs to be able to clearly locate and understand his next step. Be sure your lead form or download/buy buttons are prominent on the page.
4. I think the audience for Pay per Click is any that is searching something on the internet. One goal of Pay per Click ads is that it wants to temp the person on the internet to look at their ad to see if that person is interested in that ad.
5. Based on the information provided to you about the target markets for the Western Marketing Program,
A. I think that Pay per Clicks ads would effectively reach anybody because anyone can look at them.
B. To get the people from Western to go to that ad and look at all the stuff that is in it.
C. You type in “Western Technical College” and you get a Pay per click ad in the first slot.
6. Something that surprised me about Pay per Clicks ads is that its campaigns are not always successful.
7. People mistakenly believe that the more you spend, the better you rank. It is true that a bigger budget will mean a PPC manager will enjoy a greater reach and the chance to hone the campaign faster and generate leads more quickly. In some senses a big budget has advantages but it certainly won’t guarantee a better ranking. A well organized campaign on a small budget can also equate to the ‘winner takes it all’.
8.
Works Cited
II, Peter A. Liefer. “Pay-Per Click Advertising – Advantages and Disadvantages.” 17 December 2012. https://www.primeview.com/blog/pay-per-click-advertising-advantages-disadvantages/. Blog. 27 February 2017.
Morgan, Michelle. “How to Apply the AIDA Marketing Principles in PPC.” 15 May 2013. http://www.clixmarketing.com/blog/2013/05/15/how-to-apply-the-aida-marketing-principles-in-ppc/. Blog. 27 February 2017.