PPC management, the tricks of the trade

If you have a website that has been established for a short time, and you have done some basic calculations you will probably know how many visitors you need to get a sale, how much the sale is for, and how much profit it has made your business.

Now, assuming your website generates sales that are profitable your next step is to consider how much you are happy to pay to get more sales.

For example, if you know for every 100 visitors you get, you sell 2 items for a total value of £350 with a 50% profit margin - you can safely say that for every 100 people that come to your site you will make £175 profit.

Armed with that information, you should consider your next step - how much of that £175 profit are you willing to pay for the next 100 visitors? Let us assume you could drive traffic to you that is currently going to a competitors site - what is that worth to you? How much of that £175 is it worth to get these people to you?

Simply put - to run a static, non-profitable business you could pay the entire £175, or up to £1.75 per visitor to keep them from your competition and keep you ticking over. Everything below that price of £1.75 per visitor the better off you are - and if you could drive many '000s or new visitors for a fraction of that £1.75 each you have a solid business model.

This is where PPC, or Pay Per Click marketing comes in - it allows you to determine how much you are willing to pay to drive targeted traffic to your site on a continuous basis. It is quite possible to start down this road without any professional help as long as you understand basic marketing principles.

To make your PPC campaign fly, you should request a quote for PPC marketing as it takes a lot of looking after to ensure you do not spend more than you need to and that you get as many visitors as you can.