Pay Per Click (PPC) is the quickest way to get your website’s link on the first page of Google, using their AdWords, or any search engine’s first page of results. It also costs you money every time click on your link so it can be very expensive for highly competitive businesses. It is possible for a single click to cost you $20 or more depending on your industry.
sem[c] uses PPC both for its rapid results and for the accurate assessment it reveals about exactly how real people are searching for the products or services of our clients. We use that information in our search engine optimization (SEO) procedures.
AdWords requires each campaign to set a monthly budget. This would mean that running both a Shopping and Search campaign would require two separate budgets. We recommend budgeting no less than $500 per month for each campaign. This amount typically gives our clients sufficient data to make informed decisions about next steps. This budget can be adjusted quickly up or down as is necessary. All campaigns must go through a “training” period during which there will be a lot of unhelpful clicks that need to be weeded out. The length of time that is required to tune a campaign ranges from no less than one week to as long as a month.
Shopping campaigns interact with buyers that are closer to a buying decision than Search. This makes gauging success a little more strait-forward. It is usual that the first purchase attributable to the campaign will occur fairly quickly depending on the budget set and the size of the online market. If the initial net loss in revenue v. PPC cost reverses itself to a positive ratio it would be a good idea to increase the budget in order to increase sales. If the net loss continues too long we will have learned a lot about the market and will consider reducing or eliminating the spend. Because this type of campaign links directly to the e-commerce part of the website it is inferior to Search for branding.
Search campaigns interact with buyers that are typically further from the buying decision. It is possible but fairly unlikely that a Search campaign would quickly reach a positive cash flow. This type of campaign does drive traffic to the website so that shoppers can learn more. There is also a synergistic effect of seeing two ads in one search result which is possible when running two types of campaigns for the same product. Consequently, it is better for brand building that a Shopping campaign. The success of this type of campaign cannot be measured strictly in sales revenue.
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