Pay per click advertising can be very effective in attracting visitors to your website that are actively searching for products/services. Retaining and engaging these extra visitors demonstrates relevancy and credibility. Thus, organic (free) search engine results by retaining pay per click visitors and
However, PPC implemented badly can also be a value destroyer. In fact it can be a total money sink. The road to success lies in identifying the search terms which deliver the best ROI and focusing on these. Less is usually more. Some search terms may attract lots traffic yet be poor at generating enquiries. For more on calculating ROI see the section on lead generation. Tips for effective PPC:
- Focus on the primary goal (e.g. sales enquiry) not just traffic volume.
- Focus on the keywords that deliver the best ROI.
- Get rid of keywords that deliver negative ROI
With keyword lists, less is usually more. Specific, targeted search terms which deliver a positive ROI will be more effective than trying to attract anybody with a related search term.