Most means of general marketing (television advertising, magazine adverts, etc) will only ever appeal to 10 – 25% of the public, toway
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hence meaning that 75 – 90% of your marketing funds are being spent on people that are never going to buy from you. PPC is very different as every single penny and cent can be spent effectively only on potential clients.

A well structured PPC account will only ever shown adverts to clients interested in that business sector and the most attractive thing is the fact that you only ever pay when one of those potential clients click on your advert and are directed straight to your website’s landing page of choice. Here is an explanation of the effectiveness of PPC advertising:

Taking the most popular PPC medium as being Google AdWords and our example business is Golf Equipment –

Someone enters the phrase “golf driver” into Google’s search engine.

The normal list (organic) on the left hand side is generated while one of our adverts is also shown on the right hand side of the page.

At this point we are not even charged to have our advert shown.

The potential client has read our advert, likes what he / she sees and has now clicked through to our website for 0.10 – 0.50 cents.

On paper the system seems very simple but creating, optimizing and managing a PPC account is a skill and requires a great deal of time. You can generate this traffic from between 0.10 to 5.00 for each client but can also save money by structuring your account to suit Google’s standards.

Google set a Quality Score out of 10, toway
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depending on around 100 factors based on how you make & manage the PPC account and your website. A higher score will mean that you pay less for each potential client while a lower Quality Score will mean that you pay more than the usual. A person who is paying $1.00 to be in position 3 can be beaten by someone in position 1 paying only $0.50 all due to the second person having a higher Quality Score.

Achieving the know-how and ability to improve this Quality Score, optimize the account and maintain good results requires a great amount of time, knowledge and ultimately skill. It is highly recommended to use a PPC consultancy / agency in these times as it is most likely that your competitors are doing the same to achieve the edge.