PPC Advertising, from the Accountant's Desk
What do accounting and advertising have in common? They both involve detective work with numbers! In accounting, the inquisitor (that's me!) matches up the company books with the receipts and invoices, and any discrepancy, no matter how big or small, will be fully investigated down to the last penny. In advertising, the originator publishes an advertisement that will persuade an audience to take an action (in most cases buy a product), decides how much to spend on the advertisement, and then analyzes the results.
Advertising can take many forms, such as radio commercials, interstate billboards, or even one of the forms of advertising we use, PPC, or pay-per-click, advertising. With PPC, we create a set of ads to be displayed on a search engine such as Google. We determine which words we want to trigger our ad, and we are charged each time a potential customer clicks on an ad.
Often times, advertisements are the first point of contact between the customer and the business, so I'll share a few of the strategies that we like to use for our PPC ads. First, we like to be as specific as possible. If someone searches for a specific domain extension (i.e. .COM, .WS, etc), we list the exact price. That way, he or she won't be surprised by a different price than what they were expecting once they land on our website.
Next, we like to list important features that Dynadot offers. Do we have a dedicated customer service line? You bet we do! Are we ICANN-Accredited? Absolutely! We want customers to know that we take care of them and we're reputable, so we place these features at the first point where customers can see them.
Finally, we make sure that the webpage linked to the ad is relevant and clear. That way, if a customer is interested in buying a domain or finding more information, we make it easy for them to find what they are looking for!
PPC ads can be a great way to get your website’s name out there, especially for small and upcoming businesses. They’re easy to set up and maintain, and it’s a level playing field as all ads are displayed in the same format, no matter how big or small your company is. Best of all, you can decide your maximum cost per ad and you only have to pay for the clicks that bring a customer to your site!
This post is written by David Archwamety, who wants to thank you for reading his first blog post! If there's any topic you'd like to see in the future regarding accounting, PPC advertising, or numbers in general, please don't hesitate to let him know in the comments!