What is PPC?

Multilingual PPC

How multilingual PPC can make your business more profitable

Pay Per Click (PPC), sometimes referred to as cost per click, advertising is often used as a method of guiding internet traffic to a particular website.  Usually, advertisers pay website owners when their link is clicked. 

Unlike other forms of Search Engine Optimization (SEO), PPC can also be used as a way of achieving goals (sales, sign-ups or other targets) directly.  This is because PPC ads can be targeted, using keywords and appropriate display sites, at a carefully selected and qualified audience.  SEO channels web traffic to enhance the ranking of a particular website on search engines like Google or Bing, with the aim of increasing the prominence for that site in natural search results. PPC, however, enables businesses to connect direct with their targeted audience using ads and visual campaigns across the Web at the same time as building traffic to their site.

Is PPC a cost effective advertising solution?

One of the great advantages of PPC advertising, as opposed to conventional print or other methods of promotion, is the ability of businesses to target their audience very specifically.  Using the cost per click method, advertisers only pay when someone is interested enough to click on their ad.  So advertising budgets go further and spend is only incurred where there is genuine interest in the featured product or service.  Minimum cost per click can be as little as £/$/€00.01.  And, because advertisers only pay per click and the cost of clicks is often based on the relevance of the ad to the keyword and display site involved, small businesses, using relevant, carefully considered advertising, are able to compete cost effectively with even the largest concerns.

Advertising Reach

Unlike more old fashioned methods of marketing, PPC allows businesses far more flexibility to compete in as wide or specialized a marketplace as they choose.  One of the great strengths of PPC is that it enables marketers to contact qualified consumers right at the very moment that they are searching for the product or service being offered.

According to Wikipedia,  77% of Developed World inhabitants will use the internet this year.  The US alone spent$364.66 billion online in 2012.  And internet shopping shows a year on year growth with no indication of slowing (http://searchengineland.com/library/stats/stats-spend-projections).  So PPC can offer unrivaled reach for even the most niche product or service in a huge and healthily growing market. 

Using carefully targeted campaigns, PPC advertisers are also able to aim their ads at precisely the demographic they wish to contact.  PPC ads can be focused by location, using IP addresses, language or time zone, giving the advertiser almost total control over who will see their ads.

What’s to hold you back?

So now, with this unrivaled reach, we are able to approach potential customers at the optimum moment to convert their interest into a sale, sign up or lead, what could hold us back?

One big issue for many businesses is the ability to communicate effectively with potential markets that speak a different language.  This is where a specialist multilingual or bilingual PPC provider can really help your business to attack new markets and expand profitably.

With the huge growth in international freight shipping business, nothing could be simpler now than to deliver products to almost any location world-wide at a reasonable rate.  But, if we can’t attract custom in those locations because our language skills are lacking, we will never grow into those markets.