Pay per Click

I have to admit, I have historically not been a huge fan of pay per click (PPC) advertising. I knew that most campaigns would be considered a success with a 2% click through rate (2 out of every 100 people that see it actually click onto the ad) while having the top spot on the natural search results would yield you results 15 times that. I was a proponent of using PPC sparingly.

Recently, we have done some PPC campaigns for clients that were tied into some pretty awesome promotions. The results have been spectacular. We enjoyed higher than expected click through rates and a pretty high conversion rate of clicks to clients.

What this prompted us to do was to begin exploring the medium in greater depth and using the medium for clients in two different situations. The first is for clients that have never done any Search Engine Optimization (SEO) and are not visible through the natural search results.

We have used PPC campaigns successfully to get their online presence kick-started while waiting for their SEO efforts to produce results. The second situation in which we have used PPC campaigns successfully is when we have a pretty neat offer that we can promote. In those cases, we use PPC to gain visibility and attract clients that find the deal to be worthwhile.

Fueled by some great results, we have been using PPC with our clients on a more regular basis. The medium is easy to track with respect to Return On Investment (ROI) so we have been tweaking the ads and offers frequently to ensure that we get the best ROI possible.

The tool is a neat one and if it is something that would be of interest, let us know. We can schedule a time to see if PPC campaigns could fit your space.