Is Pay-Per-Click Advertising Right for your Business?

by admin on February 18, 2013

By: Daisy Huang

Pay-per-click ads, or PPC, is a form of online advertising that shows up in search engine results. We’ve all come across these ads on Google, Bing, and other search engines whenever we type in a keyword.


Click to enlarge.

Whenever someone clicks on one of these ads, Google Adwords will bill you for the cost-per-click (CPC). The CPC is determined by how competitive and in demand certain search terms are.

PPC ads are quick to set up and can get your business noticed instantly. As a business owner, you can take advantage of PPC to generate leads immediately. The downside of PPC is the potential expense ads may incur. Depending on the industry your business is in, this can be an exorbitant amount.

Take a look at the CPC for Houston Personal Injury Lawyers below.

Cost-per-clcik for Personal Injury Lawyers

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Over $50 a click for these search terms! And there is no guaranteed sale.

Many businesses rush into PPC without understanding how complicated it can become and end up wasting a considerable amount of money. Part of the reason the CPC for some industry keywords run so high is that many ads are not properly optimized and drive up the collective cost. PPC ad campaigns need to be monitored on a daily basis, and extensive research must be done beforehand to target the correct keywords.

Some things to think about BEFORE committing to PPC campaigns:

1) How competitive is your market? How many other businesses are offering the exact same services as yours? How much is the CPC for the search terms you want?

2) What is the maximum you are willing to spend to get a visitor to your site? If the amount you’re willing to pay is less than the CPC for your desired search term, then you can forget about PPC advertising. Or do some more research and target less competitive terms.

3) When a visitor arrives at your site, how likely are they to become a client? You’ve researched your market and you’ve decided that you can afford PPC so you run a campaign. Now your PPC ads are sending visitors to your site, but if your website is not marketable or doesn’t offer value immediately, then there is no point. You will be losing money, both from potential clients and the cost incurred by PPC.

So before you decide to take the plunge and invest in PPC advertising, make sure you thoroughly research your industry and consider hiring a professional to monitor and optimize your ads.


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