Since the introduction of Pay-Per-Click (also known as PPC, Paid Advertising, Paid Search Marketing), it has quickly become one of the foremost methods of advertisement in the online world. The reason for this is it works! When else are given the opportunity to market directly to your prospective customer while they are in the middle of searching for your product or service?

What is Pay-Per-Click?

Pay-Per-Click, also known as PPC, is an advertising model used on search engines, such as Google and Yahoo, where advertisers only pay when a person actually clicks on their ad. PPC ads primarily appear on the major search engines but can also appear on advertising networks and other content websites or blogs.

When a person is searching the internet, PPC ads are displayed beside or above the search engine's “organic” search results and are identified as "Sponsored Links" (see screenshot below). The ads appear in this area when “keywords” that are relevant to the ad are searched for by the user. If a person searching is interested in the ad, and clicks on it, they are directed to the advertiser’s website and the advertiser is charged a per-click fee. If the person searching is not interested and does not click on the ad, the advertiser pays nothing.

What does PPC Cost?

Advertisers bid on keywords they predict their potential customers will type in to the search engines when searching for a product or service. The amount an advertiser pays depends on how many times the ad is clicked combined with the “cost per click”. The cost per click can vary significantly and is determined mainly by the competition and the advertiser’s maximum bid price.

For example, in a moderately competitive industry, the cost per click could average any where from $0.80 to $3.00 per click. Particularly competitive industries, with high per-transaction sales might experience per click costs of $5.00 or higher. Small businesses with local geographically targeted markets might budget $5.00 to $20.00 per day while larger businesses targeting national or international markets, or businesses where PPC is proven to provide a large return on investment, might budget $75.00, $100.00 or more per day.

PPC advertising, search activity and results can be measured precisely, and in most cases, will deliver qualified visitors at a reasonable cost per visitor. Setting a daily budget ensures that your monthly advertising budget is never exceeded. Fees for PPC setup and management services are separate from the cost of the ads.

Is PPC right for my business?

With ad campaigns that are correctly setup and optimized, PPC is perfect for the majority businesses. A situation where PPC might not make sense is when the cost of ads exceeds any incremental profits. PPC is only recommended for businesses that have a well designed website with the ability to convert visitors in to customers; this is essential to obtain a positive ROI from the PPC spending.

Why Google?

Google is the largest and best-known search engine with over 70% of internet users using Google when searching for products and services online. We recommend that you begin your PPC advertising on Google and expand to other search engines as necessary.

How do I get started with PPC?

It is recommended that you engage an experienced PPC professional to ensure your campaign produces the expected results and your budget is not wasted on unwanted clicks. The objective is to only spend your budget on targeted, qualified visitors. WSI professionally develops ad campaigns that are specifically designed to reach your intended audience. We will carry out extensive keyword research, analyze the competition, setup geographic targeting, and write effective ad copy. All our campaigns are analyzed regularly and changes made for continuous improvement and to maximize your campaign’s success rate.

WSI’s Three month trial program

Our three month trial program is designed to allow businesses to test out paid search advertising as an effective marketing tool while minimizing their risk and investment. At the end of the trial a report will be produced showing the viability of this marketing medium with recommendations for the future continuation of the program.

Larger or More Complex PPC Campaigns

For companies and organizations who have a monthly online ad budget greater than $1,000 per month or require more intensive management and setup we will customize an effective and affordable PPC campaign to meet your specific objectives.

WSI currently manages campaigns for small, medium and large businesses across all industries. We are results oriented and hold ourselves accountable through tracking and reporting. We have seen PPC campaigns produce tremendous results. To discuss the use of Pay-Per-Click advertising for your business please contact us today.