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Five reasons pay per click can work – pay per call is better

Most small business owners don’t exactly have extra piles of cash lying around. When money’s tight, deciding how to allocate it for marketing purposes can be next to impossible. Fortunately, there are plenty of ways to stretch your marketing dollars and get good results even when on a tight budget. Pay-per-click (PPC) is a great way to market on a budget. Before you begin your PPC campaign you first need to decide what a customer is worth to you. This is determined in large part by the product or service you offer. For the sake of simplicity, say a customer will probably spend $100 dollars on your business. What percentage of that are you willing to pay to get that customer? Say you are willing to pay $50 to get a customer who will ultimately spend $100. You know you won’t convert every lead so you have to calculate what percentage you can expect to convert. If you convert only one in every 10 leads, you’ll need to pay $5 dollars per lead to achieve your goals. With these figures in mind, you’re ready to get started with pay-per-click. Here are five reasons PPC will work with your small budget.

Easy to limit

A great thing about PPC is that you can’t overspend because it’s self serve. You can make your target audience as large or as small as you want. You can include as many or as few keywords as you want. You can bid as high or as low as you want. As you carefully limit your PPC campaign you can still see good results without breaking the bank.

Easy to test messages

When investing in a TV or print ad, it’s crucial you get it right the first time. With PPC, you have a little more freedom to experiment with your message. You can always go back and reword your message to see how it influences the effectiveness of that ad.

Easy to test markets

One ad might be extremely effective in one geographic location or demographic and very ineffective in another. With PPC, it’s quick, and relatively inexpensive to find out what ads work where and with what demographic. Likewise, it’s easy to adjust your strategy to better reach your target audience without spending all your marketing dollars.

Easy to measure

Another great thing about PPC is that it is easy to measure. Say you want to test the effectiveness of different headlines on a webpage. It’s as simple as coming up with a hypothesis and then testing it. The results will be immediate and definitive. You quickly learn what works and what doesn’t with PPC without having to invest a lot of money.

Lots of data

Finally, PPC generates tons of data that you can in turn use to make future marketing decisions. With other marketing channels you might be forced to allocate funds based on opinion or gut feelings. With PPC, it’s easy to look at the data, crunch the numbers and determine where your marketing dollars can be best spent.

Try pay per call instead

The other option is pay per call. It’s going to bring in a lot more quality leads, and you only have to pay when you get real people calling in for more information! Try it out and see how it works for you.

Source: Entrepreneur