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How Different Businesses Benefit From Different Aspects of PPC

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Although almost any business can benefit front pay-per-click online advertising campaigns, some aspects of the model are of more utility to some types of businesses than to others.

First, many PPC search engines offer exposure to international markets; some even offer country-specific versions of their search engines.

Thus, your PPC ad can appear in, for example, the

United Kingdom and
Denmark, if you wish to cover those markets as well.

If you are looking for international sales, these types of ads give you the flexibility you need to reach your target market(s).

Second, there are varying levels of “hands on” involvement required of the advertiser in the entire process.

For instance, if you are a beginner, most search engines offer free assistance of some sort, although free advice is usually limited in scope.

Other search engines offer a “self-serve” option, where you do all the work of setting up the advertising campaign, or a “full-serve” option where they will help you with every step of the process, usually for a one-time flat fee.

If you want complete control of the process and/or feel experienced enough to craft your ad campaigns yourself, most PPC providers encourage you to do so.

However, they all retain some degree of editorial control over what is said in the ad, and some search engines have restrictions on the types of content they will allow you to advertise.

For instance, some search engines do not allow ads concerning adult or gambling websites.

As long as your website meets some fairly general rules, you can create and manage your PPC account as closely as you wish and make all the decisions yourself.

This allows you to be ill complete control and better informed about all the details of the ROI on the ad.

Still, advertisers need to realize that this level of control also means investing a fair amount of time to micromanage the ad campaign.

This is especially true if you do not want to take advantage of any of the management tools, such as auto bidding, that are becoming increasingly a part of today’s pay-per-click advertising products.

As search engines continue to compete for advertisers, these types of tools will increase in number and sophistication.

There are also many third-party tools available that can help you manage and control your ad campaigns, if you wish to receive assistance from an independent business.

For those businesses that feel they need “unbiased” information, not just the reports and information provided by the search engines, these tools can be very useful as a backup to personal monitoring of the results of your ad campaigns.

Still, some personal involvement is strongly recommended, so that you are familiar with all of the terminology and types of details that will be included in reports from both the search engine and any third-party tool or services you have chosen.

Some advertisers are reluctant to experiment with pay-per-click ads because they believe that they work better for some types of businesses than others. However, this is not really accurate.

Although it is probably easier to succeed with this type of advertising if one is selling certain types of products or services, this is more a reflection of consumer preferences than the viability of pay per click itself.

For example, it is unlikely that consumers will ever purchase a house, for instance, strictly from an online ad without conducting some other kind of research.

However, they will routinely purchase lower-cost, or more frequently purchased, items as a result of any kind of online advertising.

What pay per click offers you as a distinct advantage over other types of online advertising is its immediacy of placement and flexibility in making changes to it.

Another stumbling block for pay-per-click advertising in the past was that businesses with a strictly local market were reluctant to place such ads, because they felt their ROI would be low to nonexistent.

Their reasoning was that unless their products were those that searchers have historically shown a tendency to purchase online, such as books, music, and DVDs, among others, they would be charged for the click, but receive few conversions from visitors into buyers- unless those visitors were from the same locale as the business.

Search engines were aware of this dilemma and, similar to the way online comparison shopping sites have handled this situation for years, began to offer versions of “local search” to their engines.

Once the giants in the search industry (and huge providers of PPC advertising), Google and Yahoo!, released their local search programs early in 2004, advertisers became much more interested in locally targeted paid advertising.

Because the lure of targeting a local audience was too great to resist, many of the other PPC search engines also developed local search capabilities. They had to keep their niche market advertisers from migrating to the larger search engines.

Although just recently released from beta mode, many advertisers are investigating Google AdWords Local Search, where you enter not only a keyword or phrase, but also a city or zip code.

The search then returns organic search results for that specific area, together with geographically targeted pay-per-click ads, as well as links to maps and other local information. 

Why do you think many more companies are beginning to experiment with PPC advertising?


Keywords: PPC ad, pay-per-click advertising, local search, advertising, ads, ppc.


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