Why PPC Should Always Be Your First Marketing Strategy

Pay per click marketing, or PPC as it is known, tends to be a love it or hate it proposition. Some businesses love it while others avoid it like the plague. Regardless of where you fall in the debate, you should always use PPC at the outset of your marketing efforts.

Most people think of online marketing as the effort to generate visitors to a site. In fact, many will focus on this solely to the detriment of anything else. This includes their bottom line! Lets be absolutely clear. The purpose of your online marketing efforts is not to drive visitors to your site. It is to make profits. The fact a million people are visiting your site is useless if you are not making any money!

PPC is a vital first step when it comes to marketing a site for one primary reason it gives you the ability to capture specific traffic immediate that can be used to test the convertibility of your site. In plain terms, this means you can test your site to see how it converts visitors into sales. This is, of course, critical information. You want to test and test until you have hit upon the perfect sales pitch that produces the best possible conversion rate.

To use PPC to test your site, you first need to restrain yourself. Dont start placing numerous ads sending traffic to different pages of your site. Take it slowly. Focus on one page, and send traffic just to it. Give each test a two-day period. Note the conversion rates you produce and tweak the site every two days to ascertain if the conversion rate gets better or worse. Once you have a good idea of what works, try incorporating similar themes into the rest of your site. Now test those pages in mass to see how sales go. If you get similar results to your initial test, you are in like gold and ready to go.

At this point, you can turn off the PPC to focus on other marketing platforms or continue with the PPC if it is profitable. Regardless, make sure you use PPC to test the conversion rate of your site before you get carried away with your marketing.

Halstatt Pires provides PPC Management services at MarketingTitan.com.

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