Blogger: Alexa Filipek
The first article I read: PPC for brand impact explained the benefits and advantages of companies using the PPC campaign to brand and rebrand their products and services. “Paid search marketing is the process of gaining traffic by purchasing ads on search engines. It is sometimes referred to as CPC (cost-per-click) or PPC (pay-per-click) marketing” (Shuen). The added bonus is companies only pay for actual advertising results, when someone clicks on your add and visits your website. Not all companies can afford to spend money on fancy campaigns to promote their brand, so the PPC campaign is a cost effective alternative.
Every successful business has a webpage, and in this day in age customers, and clients rely on that webpage for important information, and companies rely on their webpage gaining a lot of traffic. With internet marketing being such a useful tool, PPC can help your company gain more traffic and generate more clients for your business.
“For something that has been around for a few years, PPC has become an established part of online marketing for many companies” (Shuen). One of the main advantages of PPC is that it can be very effective for branding, and rebranding awareness of a product or service. For example, ServiceMagic was a company who was looking to rebrand after using their name for over a dozen years. The new brand name is now HomeAdvisor, and this company used the PPC approach to learn and test traffic impact. The company was simply looking for a way to increase the number of clicks, as well as increase web traffic, and using the PPC campaign was able to accomplish just that, and this method proved to be a success for the company.
The second article I read, Why PPC ads will always work, Cunnignham provides three specific advantages and benefits of using PPC.
- “Speed (PPC works on a bidding system, you can competitively bid so more people see your ad. This means if you put up an ad today you can gain traffic today from that ad, no waiting).”
- “Target (With PPC you can target certain types of people with certain interests with your advertising, and not have to pay for people who don’t care to see your ads).”
- “Results (No internet marketing tool brings more immediate results).”
“The typical click through rate (CTR) for a decent ad campaign is anywhere from 1-5% (the ratio of people who see your ad to those who click through). The good news, is you aren’t paying for the 5,000 people who don’t click on your company’s ad, but you pay for the 50 who do click on it. “Depending on the exact targeting of your ad, you will probably begin paying about $1-2 per click, and if you’re good or have good people working for you, they will half that cost in a few weeks by optimizing your campaign, so in the beginning you’ll be paying $50-100 per sale or new lead; in the end about $25-$50” (Cuningham).
With results and benefits mentioned previously, it is hard to see why companies wouldn’t want to spend time creating a PPC campaign for their company. It has proved in many situations to be successful and help companies promote their products and services, by targeting their specific audience efficiently and effectively.