Most people have a some idea about Pay Per Click but the detail eludes them. In fact most people have a number of concerns and misconceptions about Pay Per Click and here are just a few that we have heard:

1. Surely my competitors will just spend all day clicking on my ads and I’ll run out of money
2. Well It’s a bidding system isn’t it, the highest bidders appears at the top
3. You pay for every time your ad listing is shown on Google
4. Most people don’t click on those listings because they don’t know what they are
5. Google will spend all my money and I’ll lose out
6. There is no way to really measure how successful it is
7. Everyone has to go to my home page
8. It’s really easy to set up so I think I’ll give it a go
9. People who aren’t really interested in your products can just click on your listing and you’ll lose money

10.  It’s a mugs game – I’d rather spend my money on Search Engine Optimisation

11.  Having a PPC campaign helps with your Google rankings

The above list of misconceptions is either completely wrong or partly wrong but almost everyone you know will believe at least one of the above is true.

So what’s the truth about PPC?

Well the truth is that PPC is the single most targeted form of marketing available on the planet today.  Another really bold statement to make, and no – we’re not paid by Google in any way!

The reason we can confidently make this statement is because we believe it to be true.  The only people who will ever see your ad listing are those people who you want to see it because you have chosen to appear for very specific targeted searched that people make and at predefined times of the day and on specific days of the week, having typed the words in a specific order and appeared on an exact position on the page and they must have been on a specific location on the earth when they entered that search. That is how precise you can be with Google Pay Per Click advertising.

For example, if I was selling a very rare type of moon sand, not the kind that you get on the light side of the moon but the rare stuff that even the astronauts find hard to get hold of.  The fine grain moon sand that you have to dig 6 feet deep to get hold of and if you’re not careful will dissolve by the time you get back to earth.  Well guess what?  You can buy the exact phrase ‘hard to get moon sand’ and sell oodles of your hard to get stuff direct to the people who are looking for it.

Now you can be sure that anyone who searches for that has got to be a pretty hot prospect right?  Especially if you’re one of only ten other companies who sell it.  Yes, there are others.  Search yourself and you’ll find them!

Is that targeted traffic?  You bet it is!  And what’s more you’ve moved infinitely closer to your next customer.  Now you’re planning your trip back to the moon to

get more of that stuff – but you have tested the market and you know there is demand and you know exactly how to connect with that demand.

For some keywords you may find that there is either no direct demand for what you sell or the people that come to your web site don’t actually make a purchase.  So what does that information tell you? Well,

• Maybe the keywords are not right for your business
• Perhaps your web site does not do a good enough job of making the sale
• The people who search for your product may not want to buy, they may be at the research or information stage
• Maybe You visitors don’t know a good product when they see one
• It is possible that the internet doesn’t work for your product
• So it could be time to bail out and stop wasting any more money

All these are valid assumptions that you can infer from a failed PPC campaign.  But the important thing is that you are moving closer to the truth.  And the truth will save you money.

An effective, professionally managed, PPC campaign is probably the most wisely spent financial investment that you will ever make in your online exploration – and it should be the starting point to a long and prosperous journey.

To find out more about PPC and how to set one up yourself, or the most common PPC mistakes that people make when setting one up, then call us on 0845 130 6414 or fill out our contact form and we’ll get back to you for a more informed discussion about your precise needs and concerns.