In the world of online marketing, there two primary methods for marketing to choose between SEO (Search Engine Optimization) and PPC (Paid Per Click) advertising. SEO is a broad range of strategies that encompass many methods and techniques, whereas PPC is a direct advertisement for leads. PPC is a robust tool that can capture valuable leads for your business. SEO works on a broader scale and, in most cases, builds over time. PPC advertising isn’t going to be right for everyone, and you should be wary of companies that immediately try to push it on your business without really discussing viability first. Here are some of the main things to consider when deciding whether or not PPC is the right channel for you to grow your business.
Paid Per Click advertising is meant to generate revenue directly through customer acquisition. The value per customer for your business should be one major factor to consider. If individual customers mean big money for your company, then the direct acquisition of those customers is extremely profitable, and PPC is an excellent channel to do this.
Volume and Competition
One good indicator of success with PPC has to do with metrics. Research is key in most online marketing, and using manual or automatic means of data mining, and some basic things will go a long way in deciding on a path for PPC. For example, check out the volume of searches for keywords related to your business, and then comparing that number to the number of competitors you’d be facing will give you valuable information. If the searches are high and the competition low, the market is primed for you to enter and capture some good leads.
Certain business models are better candidates for PPC. If your services lend well to repeat business, then PPC might be an excellent option for you. Being able to retarget and test different copy and advertisement timing means more traffic and more sales for your business in the future.
Goals of Scalability and Tracking
If you feel your business model would lend well to PPC, then it is also important to note that it is a channel of sales that can be scaled and tracked easily. PPC is the type of thing that when it works, it can be grown and foster to promote more growth. Keeping proper data always helps further a business’s bottom line.