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Can Pay Per Click Advertising Really Grow Your Business?

About 80% of all Internet traffic goes through at least one Google page on the way to finding what they are looking for online. This treasure trove of potential customers, all looking for a specific product or service, makes pay-per-click advertising the best way to grow your business.

With a well-written ad and a carefully chosen set of keywords, your business could be their first port of call. And if it’s not, then don’t pay. Not only do you reach customers at the exact moment they are looking for the services you offer, you do so on a predetermined budget. Depending on the success of your campaign and how much capital you are prepared to invest, the budget can be raised and lowered at any time. If you have a special offer or your product is time sensitive, for example, the daily budget can be temporarily increased without worrying about supporting the increased spending in the long term.

A flexible friend

This ease with which pay per click outgoings are controlled is undoubtedly its biggest selling point. No other advertising medium gives you the same level of flexibility as a pay per click account. Your ad text can be updated daily and adapted as your business grows. Introductory offers, new product lines, special events – all can be added at the touch of a button at no extra cost. With traditional radio or print advertising, such changes require expensive new campaigns.

Advertising on a platform like Google AdWords also gives you greater control over who sees your ad and when – you can set languages, time zones and even choose to show your ads to users only in cities or regions specifics. Add to this the option to create several different campaigns for disparate product areas or customer bases and it is easy to see why around 150,000 businesses are currently using AdWords to effectively gain new customers.

Outsourcing Optimization

Of course, with so many options and so many competitors starting at the same level of play, Internet marketing isn’t all plain sailing. Pay-per-click optimization is a skill that few companies possess. To achieve the best results, it is often easier to outsource the management of your account to a professional pay-per-click management consultancy, such as Top Position.

The competition for the coveted top spot is fierce and influenced by many complex factors. If you don’t have the time or expertise to adjust your campaign, it can be difficult to make your budget work for you. There is nothing more frustrating than investing time and money into PPC only to see your ad seemingly pasted on the outside of a search results page.

The best way to avoid this is to use a professional account management service. Not only will it give you the best possible return on your investment by introducing the most relevant keywords and a realistic cost per click to your ad groups, it will free up valuable business time and physical resources.

Maximize performance

Good PPC management will see your AdWords campaign at its optimal level for the minimum cost per click. A savvy account manager will know when to try new things and monitor what does and doesn’t work for your campaign.

Look for the “Qualified Google AdWords Professional” certification before hiring the services of a PPC account manager. This shows that you are outsourcing the management of your campaign to someone with Google training. This rubber stamp guarantees that your new account manager is familiar with the Google AdWords platform and trained to a high standard by the search engine itself.

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