Pay Per Click Advertising: What Every Business Owner Needs To Know

Succeeding in business takes moxie, determination, industry knowledge, and a bit of “wildcatting”. It also means that you’re taking the time to understand how best to get your business’s name out there, which is where pay per click advertising, also known as PPC, comes into play. While some might argue that business is only about maximizing profits whenever you can, most big players understand making a big splash on the scene entails one important mantra: “You gotta spend money to make money.”
Herein lies why pay per click advertising seems like such a natural fit. In essence, PPC advertising is about paying a fee whenever one of their ads is clicked. Instead of relying on an organic/natural click to look at your business’s website, you’re banking on trying to get in front of a prospective client/customer in a meaningful way. Sure, you’re paying a fee just to get a prospective client/customer to possibly click on your website link, but you’re also hoping the visit results in a transaction that offsets the fee.

In short, PPC advertising is all about a return on investment, or ROI. What’s nice about pay per click campaigns is that they are a relatively straightforward way of getting in on the online advertising & marketing scene. All businesses have come to understand that if you don’t have an online presence, you might as well be invisible. PPC helps clear the way for businesses to not be lost in the shuffle.

However, as rudimentary as it may seem, there is a lot that goes into creating a killer pay per click advertising campaign. Even if a business owner has done well to delegate this type of work to his/her advertising & marketing department, they need to be in the loop. This can be a little tough because if they’re not well-versed in what PPC is and how it works, it can look a little like needlessly spending money from what are sometimes limited budgets.

Here are a few things business owners should know about PPC advertising:

Benefits Sales
Increases Leads
Promotes Brand
It’s also important for business owners to know that there is more to it than just clicks. There is a need to establish keywords, which then leads into creating campaigns. This, in turn, becomes the basis for the actual ads, and it bears noting that none of this could be possible without some exhaustive work to help target the audience being defined.

Finally, when it comes to pay per click advertising basics, it’s important for any business owner to be a proactive part of the campaign process. After all, it’s your knowledge and ingenuity that helped get the business off the ground in the first place, and it’s this same knowledge that can serve as the basis of a successful implementation of PPC strategy.