The first thing advertisers of PPC need to know is that there is never a definitive right answer to online advertising. With every decision you make, it is a constant argument where you will have to try and weigh up the pros and cons of the situation and come to a conclusion to what you are going to do. This article is designed more to make advertisers aware of some of the things they should consider when using PPC. It is not always black and white: in some areas, it is often extremely grey.
 
 

What PPC Program To Use?

Most advertisers will think this is black and white. Yes, Google is dominant and a market leader in PPC. However, this does not mean they are going to be the best program to use. For that matter, it does not mean Google are the only PPC program you should be using.
Advertisers need to think about their target market and where they are based. For example, Bing gets a lot of its search engine traffic from America. Ad Dynamo’s PPC program is a South African company so it would be pointless to use their service if you are targeting people in Europe. Google are global, I admit. However, this doesn’t mean they should be the only PPC program you use. By just using AdWords means your missing out on all them people on Yahoo and Bing that like to use their search engine rather than Google and you never know…Yahoo and Bing traffic could convert better for your campaign…
 
 

What’s Your Clear Objectives

In PPC, it is all so easy to just set up a campaign with no real clear intentions and let it eat away into your budget. For this reason, before you let your campaign run, you need to set out clear objectives just like a business does before it goes live with a business plan. A business plan highlights everything about that business such as their financial state, cash flow forecast, target market, objectives, sales targets: everything. For PPC, the best and most successful campaigns will have something similar. Without clear objectives, you will find your campaign will just be running financially inefficient.
 
 

What’s Your Contingency Plan?

No matter what sort of business you are involved in, you always need a contingency plan set out. A plan for when your plan A does not work and even another plan for when your plan b does not work. The thing about contingency plans is that they ultimately limit your loss. For this reason, do not think you will ever make money from such a plan: all it is doing is damage limitation. In PPC, it is important to always have a contingency plan set out for the worst case scenarios. What you will tend to find is that PPC is a fast moving form of advertising and anyone that is left behind will suffer financially.