Is Pay-Per-Click Right for My Business?

Ben Kalkman posted this in
Online Advertising
on September 14th, 2010

Pay-per-click (PPC) is an excellent tool designed to drive targeted leads to your business by strategically creating and placing ads prominently on search engine results pages. PPC is an effective method for reaching customers because it puts a business in front of people who are looking for its products or services.

PPC, compared to traditional advertising, has become an important marketing tool for many businesses because they have improved feedback and greater control over the success of their campaigns. However, understanding how PPC works is essential in choosing to use the tool, or to use it in conjunction with other search marketing strategies.

Things to Consider


Should you decide to run a PPC campaign, it’s important to first consider whether people are searching for what you’re promoting online. If they aren’t, your efforts won’t produce the results you are hoping for and you’re likely to waste time and money.


In most cases, PPC offers quicker results than other online marketing efforts. If you’re launching a new website, featuring a new service, or special offer that will expire soon, PPC is a great way to quickly boost traffic to your website.


Since you’re only paying when someone clicks on your ad, PPC lets you control exactly how much money you spend on each campaign. This is great for businesses with a tight budget. However, the value of your keywords, size of your market and the overall level of search dominance you want to achieve will ultimately determine your PPC budget – and how successful the campaign will be.


It’s good to direct traffic to your website, but it’s even better when you know that traffic is interested in what you have to offer. Like most businesses, you have a specific consumer in mind. PPC allows you to use keywords, geographic location and sometimes demographics, to target engaged consumers who have interests relevant to what you have to offer.


In this economy, many businesses need to be intentional with their budgets – knowing how and where their money is best spent. When it comes to marketing, PPC has great tracking capabilities. Website traffic and conversions are simple to follow so it’s easy to see what you get for the money you’re spending. And unlike other more traditional advertising campaigns, PPC campaigns can be modified or shut down instantly, based on their performance.


For most businesses, it’s not a good idea to approach SEO until you have done PPC. The nature of organic search requires the same strategic efforts as PPC, but needs a significant amount of time to become effective. Using PPC can allow a business to evaluate the results of different campaigns, effectiveness of your website, sales pitch or help you be more intentional in your SEO efforts.

Campaign Management

Can you effectively manage a PPC campaign on your own? Businesses can certainly manage their own PPC campaigns, but many learn that to be successful, PPC requires constant attention and strategy. From identifying and testing the right keywords, offer descriptions, bid monitoring, ROI tracking, keeping up with the search engines and your competitors, PPC requires intensive management and analysis. What’s more, the market is constantly evolving so it’s important to be aware of new changes. Running effective PPC campaigns can be time consuming, so choosing to hire someone to run your campaigns for you can help you improve your ROI and save you money at the same time.

Want to know more about PPC or other Internet marketing strategies? Need help with launching or managing a PPC campaign? We understand you have a successful business to run. Let us help.

Ben Kalkman


Ben Kalkman is the CEO, founder and owner of Rocket Media. When he has down time from running a successful company, being the father to 6 kids, running half marathons and purchasing every new Apple product that comes to market… eh who are we kidding, Ben has no down time.