“Let us explain why this may not be
such a great idea for your company.”
The full meaning of PPC is “Pay Per Click” and Wordstream offers this definition
…a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC.
Did you see the phrase “buying visits to your site, rather than attempting to ‘earn’ those visits”?
This is a good definition of PPC but it is also a good indication of how someone doing a Google search is likely to view your paid ads. PPC ads are often viewed as an attempt by an advertiser – you – to buy your way into the search results instead of earning your place.
You should know that many people have grown to think of Google as their friend who will ONLY show the searcher results that are best for the searcher. They think Google has their best interests in mind and any attempt – such as PPC – to get in the way of a searcher and his best friend – Google – is like getting between a mother bear and her offspring.
Accolade Group does not recommend a client to undertake PPC if the client’s website is not already appearing on the first page of the Google results.
It’s a different story when a website has a prominent position in the search results and the business has sufficient revenue to finance a PPC campaign. And, by the way, a PPC campaign is NOT cheap. A business owner is probably better off spending his money on a SEO campaign than on a PPC campaign.