According to the infographic, a good PPC ad campaign is only as good as its weakest link, much like a stereo system. The final output of your stereo system will only be as good as the cheapest or weakest component. Similarly, one weak link in your ad campaign brings down the quality of the entire process.
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If you have ever hooked up a stereo, you know that it is important that all the components work together to end up with a successful product. According to the infographic, a good PPC ad campaign is only as good as its weakest link, much like a stereo system. The final output of your stereo system will only be as good as the cheapest or weakest component. Similarly, one weak link in your ad campaign brings down the quality of the entire process, so it is critical to understand the individual components as well as the overall function of your PPC marketing strategy.
This analogy is helpful in understanding the vital link between a total PPC campaign and its component parts. Making PPC understandable is important for both SEO professionals and business owners, because PPC often makes up a large portion of the business’s advertising budget.
Another way to look at PPC is to think of having flyers printed and sending them out in a leaflet campaign (going back to the “good old days”). It certainly costs money to have the flyers printed, and if you like you can break them down on a per-sheet basis: if you got 1,000 flyers for $10.00, the flyers cost you a penny apiece. However, that is not the best way to measure the true cost of the flyers. If you gained 10 customers from your 1,000-leaflet campaign, the cost was really $1.00 per customer. This is a truer measure of what you spent to get those customers than figuring cost-per-leaflet, because until a customer comes in your store, those leaflets are essentially meaningless.
This is the attitude you must take toward PPC campaigns, also. CPC is not really measuring how much you pay for each click but instead how much you earn from your campaign divided by its cost. This is a more accurate measure of how a PPC campaign is working for you—you must understand your conversion rate rather than simply the cost for the PPC service.
As with any form of advertising, it is essential to measure and analyze how your PPC campaign is affecting your bottom line. Most business owners do not mind spending money on advertising provided it brings in traffic that turns into sales. A successful PPC campaign can do this but it must be analyzed to determine that all parts are working properly and successfully integrating to produce the desired results.
The good news is that it is usually very easy to fix poor PPC components. Many times, understanding the problem is all that is necessary to suggest the solution.
At Bulletproof Digital, we have the experience and knowledge to both analyze your existing PP campaign or to build a new one from the ground up. Give us a call today to find out how we can help you utilize the tremendous power of PPC advertising for your business and increase your sales through a strategic PPC campaign.