investing in a pay-per-click (PPC) campaign, which experts agree is among the most effective means of advertising online.
PPC ads – also called cost-per-click (CPC) – allow you to pay only for click-throughs (the number of times a consumer actually clicks on a link to your Web site) rather than impressions (the number of people who see the link, whether they click it or not). PPC is effective, but it's still tricky. Make sure you do it right by hiring a PPC consultant to help orchestrate your ad buys. The consultant can help you decide how best to:
- Get more traffic
- Attract better traffic
- Convert visitors into customers
- Profit from your advertising investments.
Evaluate your needs
PPC advertising has grown tremendously in recent years. And with that growth has come a more complex web of choices and greater competition for potential customers. Hiring a consultant to help you make the most of your Web ad dollars is a good idea.
Search the Internet
The best place to begin your search for a PPC consultant is online, where the smartest consultants are practicing what they preach.
Ask for suggestions from an industry peer or a colleague who already uses a consultant.
Get the most for your money by actively comparing consultants' services and rates.
Set goals – then ask for results
Ultimately, successful PPC campaigns rely on online marketing research and careful measurement of ROI. Select a consultant who can help you set realistic goals and who will help you track results.
- Before settling on a consultant, ask for — and check — references.
- Select a consultant with whom you can work closely to execute your ad campaign; the best consultants will include you in every decision, from selecting keywords and search engines to making Web site revisions and redesigns.
- Make sure your consultant understands the difference between quantity and quality; the goal in PPC advertising is "quality" traffic, which translates into more visitors who actually become customers.
- Make sure your consultant builds unique ads for each search term you purchase; ads that are aligned with specific search phrases receive more clicks.