Is PPC The Right Digital Marketing Strategy For Your Business?

19th November 2014


Pay-Per-Click (PPC) is the phrase that we use to describe the internet advertising/marketing model that allows businesses to pay for their website to be displayed in search results. PPC is the lifeblood of search engines, providing the revenue that enables profits to be generated and shareholder dividends to be paid.

However, that’s not all.

For many businesses PPC has been an invaluable marketing tool for much of the last decade. The beauty of PPC is that it allows you to target customers’ search terms, giving you remarkable control over when and where your business is advertised. In contrast to traditional advertising platforms such as TV, Radio and Magazines, PPC gives businesses unprecedented control over the kind of people that the advert is broadcast to. For this reason PPC has rightly been considered as synonymous with better value and forward-thinking marketing/advertising.

At this point you might be wondering if PPC is the right digital marketing strategy for your business. With that in mind, you might be interested to read a recent article in Mashable exploring the notion that PPC might not always be the best approach.

Kevin Lee explores 5 circumstances in which PPC might not be such an effective solution. He focusses on the all-important “Quality Score” and helpfully explains that in certain niches and industry sectors there isn’t sufficient search volume to deliver the kind of results that you’re looking for. His conclusion gives us a helpful starting point for assessing our question – is PPC the right digital marketing strategy for your business – and leads us to think about the big picture:

If the PPC markets make it impossible for you to profit at scale, you may find it necessary to resort to innovative SEO strategies. SEO algorithms are much different than PPC, and in SEO (particularly when combined with a great social strategy), there is room for creativity that can deliver results. The days of building a huge profitable business exclusively on PPC are dwindling for many industry sectors. Best of luck.

Is PPC The Right Digital Marketing Strategy For Your Business?

The crux of the matter is that PPC is a fantastic marketing strategy for 90%+ of businesses. However, Kevin Lee’s point is that there is no such thing as a golden bullet when it comes to developing a successful online marketing strategy. The approach that you take – which should normally include all of PPC, SEO, social media marketing, content marketing, email marketing and more – needs to be carefully formulated for your business. It should be custom-built to achieve your goals and deliver the results that you are looking for.

If you’re only using PPC then there is a risk that you’ll be outpaced by the competition. However, when used as part of a holistic digital marketing strategy PPC remains a powerful tool for businesses.

If you’re looking for a London web design agency with a specialist PPC team then please don’t hesitate to contact us. Our PPC advertising services are designed to produce highly-effective bespoke advertising campaigns that deliver effective and lasting results.