If You’re Asking “Is PPC too Expensive?” You’re Asking the Wrong Questions

April 27, 2013

PPC may seem too expensive This is an assumption many of our clients have when they come on board. And true, if you’re managing your ad spend poorly and getting no ROI…then yes, PPC is way too expensive. But anything in your marketing mix that isn’t generating positive results is way too costly.

After all, if your SEO campaign isn’t delivering traffic and sales, wouldn’t you consider that “too expensive?” It’s about ROI, not spend.

If you’re asking yourself whether or not PPC is too expensive for your business, if you’re asking if a PPC campaign is a marketing channel that will probably cost, well, “too much money”: you’re thinking about PPC the wrong way. And you’re certainly asking the wrong questions.

 

Investing in a PPC campaign is not is not like buying a pair of shoes. Let me explain.

No matter how expensive or inexpensive that pair of shoes was, and even no matter how much higher the quality of the pricier pair—at the end of the day, you’re still going to end up with a vaguely similar outcome: you will now own pair of shoes.

Unlike with say, the pair of shoes, with pay per click advertising campaigns, it’s not a question of whether or not it’s expensive.

PPC advertising is an investment. Which, like considering the pros and cons of any investment, comes down to asking, not “what does it cost?” but “what can I stand to gain in return? What will I make in proportion to what I spend?”

Sure PPC is expensive. But if your business has an ad campaign capable of generating serious return, expense isn’t really an effective measure of, well, value.

What questions should you be asking? We discuss some of the most important factors to consider here, including the industry you’re in, the customers you serve, the keywords you hope to target and much more.

If you’re looking to save some money and make the most out of your PPC ad spend, one our resident PPC gurus, Chris Darabi has a great article about how ecommerce businesses can leverage the low-hanging fruit of PPC and capitalize on some key AdWords opportunities to improve your sales while lowering the cost per conversion.

And don’t miss our upcoming free webinar that we will be co-hosting with some of the experts from Google next Tuesday, April 30th, 10am PST. We’ll be discussing how you can enhance your Adwords campaign as well as sharing some best-kept industry secrets for ecommerce marketers. Register here reserve your spot today.

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