Pay Per Click isn’t for everyone.

One of the most important things about Pay Per Click (PPC) advertising is determining the goal of your campaign.  Simply using PPC to drive traffic to your site is an expensive waste of money.  Instead you should use it to generate leads/conversions, or direct sales through your website.

Once you’re clear on your goal, decide what audience you’re targeting, and do keyword research to find as many phrases as possible that people are searching for that indicate they’re a potential customer.  Next, determine WHERE you want to send your PPC traffic.  Typically you want a page with a call to action that will generate leads for your business, or one that has exactly the products/services they’re searching for and allows them to make a purchase.  Either way, this “landing page” should be EXTREMELY relevant to whatever they’re searching for.

Once your campaign and ads are running, it’s important to monitor and optimize your campaign.  This means getting rid of keywords that don’t lead to conversions, tweaking your “cost per click” bid to ensure your ad shows in the top spot, trying out different ad text to increase the number of people clicking your ad, and last but not least split test different elements on your landing page to get as high of a conversion rate as possible.

PPC advertising is a complex machine, but when done correctly, it can benefit just about any business model. 

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