PPC / Pay-Per-Click Defined
You present advertising within the world of Google, Bing, Facebook, LinkedIn, etc and any time a user sees and clicks on your link, you pay for that click. That is the bare bones of it. The complexity, vision and risk/reward of your content, placement and other finite details is the game we all play. That said, the ROI on it vs say print adverts and the data you can digest are miles apart. Print advertising has its place…still but PPC advertising not only can provide you a large amount of data that you never get from other methods but it also permits you to advertise to extremely specific details that any one PPC Ad can be as limited as to less than 200 potential users. That Ad has a very small reach but the success rate skyrockets based on what you are selling paired to ideal potential users. Another reason Business leans toward PPC is that Search Engines like Google and Bing give businesses’ a chance to run an ad that appear at the very top of the results list when people search for a keyword, it’s basically an SEO shortcut.
The Bidding War
Now while it sounds fantastic to be able to advertise to potential clients within a 3 mile radius that have searched for your Wedding services, you have competition. Bidding is part of your advertising. Are you willing to pay for a search query from a user that searches “Wedding Photographer”? Well even if you are trying to reach a small circle around you, that phrase “Wedding Photographer” is such a widely used search query that you may end up paying $32 per user click whereas being more creative and less costly phrases like “Bergen County Wedding Photographers” may have far less an amount of search queries but only cost you $2.25 per click and give you a better ROI from those clicks. A see-saw balance game of determining what, if not both, works best for you and your budget.
Or maybe you prefer CPM (Cost Per Thousand Impressions), not always the ideal choice but this premise may work for someone who is looking for spreading the word by Brand awareness. Here you do not pay per click but rather you pay per impression or view. So while your Ad will be seen typically far more often, you pay for that view. If a user clicks on it or not, let alone even notices it, you pay for that. Granted it is typically a far less cost per impression, sometimes as low as only a few nickels but you pay regardless of any interaction. In essence, if you want or feel like the notion that the more they see it, the better chance they click on it, then CPM may work for you. In some cases for a Business it may make sense to do a combination of both PPC and CPM Advertising.
Choose Your Platform
Most all prominent internet platforms offer both PPC and CPM, Facebook, Instagram, LinkedIn and so on, the most popular being Google Adwords. We are proficient in all of those mentioned but also on platforms where are less thought of having PPC and CPM like Waze (GPS), Snapchat, Pinterest, Buzzfeed and others. In almost all cases, these platforms permit you to set budgets for your Daily Spend up to budgeting for an entire Advertising Campaign.