PPC

PPC

“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 an even better 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 them results that are best for them.

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.

Really.

Again, Really.

PPC Pay Per Click - Accolade Group of Vermont, LLC

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. When people see your ad on the first page of Google, they tend to look for your company in the Organic Results just below the paid ads.

Failing to see your company in the free listings seems to lead searchers to think your company bought its way into the result pages. And, obviously, that is exactly what has happened.

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 an SEO campaign than on a PPC campaign.

When meeting with Accolade Group, there will be a strategy session where different forms of advertising are considered. PPC is a form of advertising that should be discussed.

Clearly, Accolade Group encourages website owners to gain a strong foothold in the organic results – the ones that are free – before embarking on what could be a money losing experience by having PPC advertising.

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