From landing onto this page, it should not be questioned that pay per click advertising is one of, if not the, best way to gain contextual traffic online. With this, there are many many articles out there that aim to help aspiring advertisers with PPC: how to make and optimise a PPC campaign. However, there are not really that many articles out there that tell you when to make a PPC campaign. At the end of the day, making sure you have created a campaign for the right target market, the right sector of a market and at the right time is completely crucial to the success of a PPC campaign. With this in mind, here are some pointers as to when to create a PPC campaign to gain targeted traffic to profit from.
 

Launching a New Product/Service

This is almost a compulsory pointer to abide to. Whenever you have a new product or service that you are about to release, the truth is that the vast majority of your target market will not be aware of your new product or service. Even the likes of Apple have to still create PPC campaigns, TV campaigns and other types of campaigns to spread product awareness for when they release a new iPhone.
With this, it is crucial to use PPC whenever you release something new to the market, be it a product, a service or a website. This is to increase the awareness there is for that product/service/website through promotion.
 

Holiday Rush

It might come as a shock to know that the vast majority of companies out there actually make a very large proportion of their yearly revenue just in the Christman holiday season, since this is the time many people buy things for friends and families as gifts (as well as having a little extra money from a ‘bonus’ if their jobs entitles them to bonuses).
For this reason, it is a sensible idea to create a short PPC campaign the the holiday season, to capitalise on people looking to buy gifts for others. It is a huge market to take advantage of, which many advertisers already do through PPC.
 

Rekindling an Old Product/Service

Old products and services tend to not get much promotion since the conversion rate of them decreases over time. However, just before an old product or service ‘dies’, it is a good idea to use PPC to gain a little extra cash before it dwindles to nothing – this could be helped through a promotion such as a sale.
As well as this, PPC is a great form of advertising which allows you to gain conversions at an affordable price, when a PPC campaign is created in the correct way and optimised. For this reason, if you find that the conversions you are gaining through PPC is providing more revenue than the cost of gaining clicks through PPC, then it makes sense to continue the campaign until the cost exceeds the revenue.