When PPC makes sense
In the past, I used to manage about $30,000 per month in pay per click (PPC) ad campaigns each month.Traffic was HUGE! Our average cost per click (CPC) was right around $0.12 per click - easily justifiable…or so I thought back then.Today, I view PPC as a tool for driving sales, not traffic. The bottom line is this: if there’s no conversion, there’s no ROI - it’s that simple. You can try to cut the water any way you like. Saying that page views ARE an ROI, or that ad impressions served IS an ROI. The cold hard fact is that they are not valid forms of ROIs, if you’re running an actual business.I make that claim because if you’re simply running something for fun, then you can claim an ROI as anything you wish. Businesses should be measuring success through viable key performance indicators (KPIs).Trying to say that spending $1,000 on PPC ads to drive traffic is paying dividends for you is like saying the dog is bald. Sure, you’ve said something, but it makes no sense…Now, if you’re actually selling products, PPC is your thing - in a big way.Just remember to explore all the long-tail type phrases so you can get ads running to capture all those incremental tidbits of traffic and sales your competitors might miss.The bottom line is this: If you’re going to spend money on advertising, make sure you have something worth spending the advertising money on. Your marketing budget is in place to help you reach specific goals - traffic may well be one of them, but it won’t be the only goal….and using PPC to drive traffic is mostly a dead end anyway - stop the campaign and watch what happens to your volume of inbound traffic - it’ll head downwards to pre-campaign levels again.
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