Pay Per Click Management
What is Pay Per Click?
There are a number of online services including Google AddWords, Overture and Espotting that enable
businesses to buy advertising on internet search engines. The principle is that you bid a sum of money
to have your advert displayed according to search criteria alongside the search results of the search
engine. Should a user click on your advert they will be transferred to your website. You pay the search
engine the amount that you bid. Note that you only pay for each time a visitor clicks on the advert, not
each time the advert is displayed.
Pay Per Click - Does it Work?
The key factor when running a Pay per Click Campaign is to closely monitor the campaign spend and
track those visitors who were attracted by the campaign to see which ones subsequently bought the product
or service. On a regular basis a calculation is made to establish whether the campaign is cost effective
ie that the value of the business obtained is greater than the amount spent on the campaign.
Pay per Click Campaigns need to be run for at least 3-6 months to evaluate the return you are getting.
Pay Per Click Management - Do I Need it?
This really breaks down to two questions:
- Do I need Pay Per Click?
- Do I need somebody to manage the Pay Per Click campaign
When considering whether you wish to run a Pay Per Click campaign the question which really needs to be
answered is whether the campaign is cost effective. If the campaign is cost effective, then business sense
would suggest you continue with the campaign.
When considering whether you need somebody to manage your Pay Per Click campaign then that will depend
upon your own capabilities and the amount of available time that you have. Our experience is that the management
costs of the campaign are most often surpassed by increased profitability of a professionally run campaign.
Pay Per Click Management - What will it Cost?
TNC offer two Pay Per Click Management Services which are conducted on a quarterly basis.