Is a PPC Campaign Right for You?

March 13, 2012

How PPC Fits Your Business

Pay per click marketing (PPC) is a quick way to increase visibility in search engines like Google, Bing and Yahoo to increase site traffic and convert visitors into customers.

The beneficial thing about PPC campaigns is an instant ROI. PPC campaigns are more short-term and can be used to advertise a new product or service, but take in mind the cost.

Why PPC is Good

PPC advertising allows you to generate traffic faster than regular ads. You’ll know that your ads are targeting users you want to reach since they’re already searching for something related to the keywords in your ad. This will lead to users clicking on your ad, taking them to your website where they will learn more about your business and what you offer and make a purchase.

Why PPC is Bad

A PPC campaign can get expensive, because you’re paying for each click. Just because a user goes to your website doesn’t mean you’ll make money. You have to convert users into customers to benefit from a PPC campaign. If your site is optimized and you’re getting more traffic but still have a low conversion rate, PPC might not be the right choice for your campaign.

Keys to a Profitable Campaign

  1. Track conversions in the sales cycle: click-through rate, sign-up, sale
  2. Set a budget.
  3. Find niche keywords
  4. Powerful ad copy
  5. Landing page optimization: calls-to-action, strong design, etc.


Paid search is the only real way to generate significant online exposure for your business in a short period of time, but unless you’re converting users, it can get expensive. Before you begin your PPC campaign, make sure that it’ll be worth it in the end.

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