When Google launched in the late nineties, it was a simple search engine designed to make the internet easier to navigate. In 2016, Google is unapologetically an ad platform, with the Adwords pay-per-click (PPC) service generating a whopping 97% of its $73 billion sales in 2015.
For many businesses, PPC is an addiction; their sole means of generating web referrals, because they’ve turned off all other marketing activities.
It’s a risky game to play. While PPC is certainly making Google a lot of money, it doesn’t work well for all businesses. Cost-per-click may be as low as £0.04 in some areas, but the highest ranking keywords – those which attract the highest number of searches and clicks – can command fees in excess of £35. So, while PPC definitely can work for some, it can be an ineffective, expensive drain on resources for others.
Which leads to the question, when should a business adopt PPC, and when should they leave it well alone?