If you're not seeing the Internet traffic that you'd like to see coming to your website or if you're just starting out and you want instant traffic, then PPC is something you have probably thought about. The problem with PPC (pay per click) advertising however is that it does cost money and that's a tough issue with a lot of people these days, especially if the income you're bringing in from your Internet marketing business is not what you'd like it to be. If you find yourself in this position, then how much should you invest in PPC campaigns?
Unfortunately, this is an area in Internet marketing that does not have a cut and dry answer. How much you should invest in PPC campaigns depends on the following factors:
Budget
One of the first factors on how much you should spend comes down to your budget. If you don't have any money set aside for advertising expenses, then you probably don't want to go into the negative to run a few PPC ads to get traffic. Yes, you may see an increase in traffic while the ad is running but unless you're making enough money from sales to cover the cost, then you're putting your business in debt.
If you do have an advertising budget, then stick to it. Play around with your PPC account for where you want to place them to see what keywords work best, how many times the ad will display, where it will display and so on. You can always start off slowly to see what results you get and then ramp up your PPC campaign if you need to do so.
Competition in Your Niche
How competitive is the niche that you're going to be running the PPC ads in? If you're running a website about exercise and your main keyword for your PPC ad is going to be "exercise", than plan on spending quite a lot of money per click. Popular niches that have a lot of competition can often cause the cost per click to jump up to several dollars. If you're marketing in a niche that isn't very popular yet or is just starting to grow, then you're probably going to find the cost per click being a few cents which is more reasonable and manageable financially.
What You Can Do Elsewhere
Before you fall back on using PPC ads to drive your website traffic, think about what you can do elsewhere that could possibly increase traffic to your website. Are you using social media sites like Facebook and Twitter to connect with people and make your business known? If you're not, then this area would be a good place to start trying to build more traffic to your site without the cost.
PPC Placement
Where are you going to be placing your PPC ads? Search engines are the common place to run PPC ads because the thought is that a lot of people will see them. While that can be true, the search engines are not the only places a person can run a PPC ad. A lot of websites that offer advertising space also offer PPC advertising space. In situations like these, you sign up for a week or a month and pay per click just like you would on the search engines. The nice thing about placing them on other websites is that you can pick websites that are in the same niche so your ad would be reaching your targeted audience.
Don't get in over your head with PPC, especially if you're just starting out in Internet marketing. There have been many failed businesses out here due to the fact that the business over spent when it came to advertising and they didn't have the funds to keep the business going. If you've ever used PPC before, then you know the rush that can come from seeing your website traffic go from barely nothing to hundreds or thousands of hits per day. This can be exhilarating but it can also hurt your business if you don't do it in moderation.
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