In case you missed it, that was a reference from The Lord of the Rings. Also, we didn’t watch The Emmy’s last night. Glad we got that out of the way. In key with Tolkien, we want to spend a majority of this week clearing the thick, confusing air surrounding Pay Per Click (PPC). We have an entire campaign centered around it debuting Wednesday. To go along with this, we want to push out some PPC-related content. There are a lot of things to talk about with PPC, and our big Monday blog will address the biggest of it: What the hell is PPC?
Until then, we want to briefly touch on the difficulties of educating and (most importantly) selling PPC. To sell something is hard. To sell something nobody understands is harder. The biggest hurdle with PPC is that nobody understands it.
PPC is like Search Engine Optimization (SEO), right?
PPC is not SEO, in fact, they’re probably the opposite of each other. One is paid for and the other is organic. Okay, but SEO helps you show up on Google and so does PPC, right? Yes. But also, no. Which one is better? They’re both useful in their own right. You could say PPC is the first step of SEO. Then again, you may want to do one and not the other. It really depends on your ability to create content and also your budget. It could also have a lot to do with your audience. And your industry. And a lot more.
PPC is confusing. Not everyone understands it but, just like everything else, if you’re going to do it you might as well be doing it right. The ambiguity behind PPC creates a layer of fear. Along with this, it also creates the ability for agencies to take advantage of brands. Unethical, but it does happen. If you don’t know how PPC works, how can you trust an agency to do it for you? If they’re doing a bad job, how will you know?
As you can tell, being an agency that does PPC for clients can be an uphill battle. You have to explain what it is, why it’s important, why they need it, and how (if they’re already doing it) they could be wasting money. This week is PPC week, so be prepared to no longer be confused or scared by this. Ready? Let’s go.