PPC Management — that is to say, the art of ensuring that a company’s pay-per-click campaigns are fruitful and bring the RoI game — is one thing that we do well here. But we do hear an awful lot of talk about pay-per-click that just doesn’t jive with reality, so we thought we’d do some myth dispelling. Listen up:
If You Think People Don’t Click The ‘Sponsored Links,’ You’re Wrong
For searches that have high evidence of commercial intent — like, searching for “where to buy skin cream” as opposed to “how does skin cream work?” — the Sponsored Ads that are PPC’s playground get up to twice as many clicks as organic search results. By a happy coincidence, if you run a PPC campaign, you’re probably looking for people who are evincing commercial intent — win/win!
PPC Is More Than Just ‘Sponsored Links’
Pay-per-click does more than just put those extra links at the top of your search results, though. There are also ‘content network’ ads, that put text or banner ads up on partner websites that have agreed to host them. Content network ads generally convert less, but also cost less per click, so which one produces the better RoI will depend largely on your audience.
You Won’t Get These Numbers from Facebook
There’s this notion going around that advertising on Facebook can solve all of your problems. But for all of the brags about traffic and exposures, Facebook doesn’t mention one tiny, important fact: in-SERP PPC ads get clicked on slightly more than ten times as often as Facebook ads.
PPC RoI is a Bell Curve
Some people seem to think that if they spent $50/month for a few months and it didn’t work, it means that PPC won’t work ever. But that’s just not true: because of the way that PPC costs multiply (cost per click * clicks) and the fact that popular keywords have a higher cost per click than weak keywords, it’s often the case that increasing your spend will dramatically increase both the effectiveness of your campaign and blast your RoI through the roof.
On the other hand, there is such a thing as overspending on PPC, because the RoI does eventually start to decrease as you spend more and more. There are companies out there that spend literally millions of dollars a month on PPC advertising, but for most of us, somewhere between one and ten thousand dollars per month, we hit the peak of the curve.