When I hear people saying they don’t need PPC advertising, I think of an old Mexican parable I once heard.
A successful business man goes up to a poor man lying on a Mexican beach and asks: Why don’t you look for a job? I’ll give you a job if you want.”
The poor man asks, “Why do I want a job?”
“Well so you can eat, have a home and live a more comfortable life?” suggests the business man.
The poor man looks around and says, “I already eat and points to the coconuts hanging from the coconut palm. My home is here in my hammock under the tree. See how comfortable it is. And I already relax most of the time, so my life is comfortable. Tell me again, why do I need a job?
PPC is also like that. There are certain times when PPC is just not for you, so let’s look at 5 reasons why you shouldn’t use PPC.
1. PPC Brings Instant Website Traffic
You may not be ready for people to come and look at your website. After all, you’ve spent a fortune on it. It took you lots of time and now it looks beautiful. You could sit there and stare at it for hours on end, so why would you want to share that with anyone?
PPC advertising is a proven way of bringing lots of people to a website. In fact, statistics show that PPC can double or triple the traffic that comes to the website. This means you would have a lot of people admiring your website, and you have to share your website’s “specialness.” Which isn’t very fair, whenever I find a great service, hairstylist, restaurant, or cool place to go, I don’t want to share it with other people. That’s my special secret. Personally, I’m fine with just 5 to 10 visitors on my site. It keeps things simple.
2. More Sales
Statistics suggest that pay-per-click advertising can increase sales by as much as 40%. But do you really want increased sales? That would mean you have to buy or make more of your product, or hire more people to offer your service. More sales means more work so who needs it.
3. It’s Extremely Measurable
PPC lets you measure every part of your sales campaign. It tells you which dds do well, which need help, what keywords to target, see how many people come to your website through the PPC advertising, and even see how many people buy your product from the advertising campaign. While these measurements might be of interest to a lot of businesses, if you are a fly by the seat of your pants kind of entrepreneur then this just might not be the solution for you.
4. PPC Offers a Competitive Edge
PPC allows even the smallest one-man business to compete with the larger brands. Your advertising budget can be small and still be effective. But if you aren’t interested in offering your customers a ‘Big company’ image, and you just want to be known as good ole “Joe” the fixit guy. If you are only interested in sporadic work then maybe PPC isn’t the right choice.
5. Target Local Customers
Pay-per-click advertising is one of the fastest ways to target customers. But if your business only targets friends, family and those who really know you – and you aren’t interested in acquiring any new customers, then you are probably right, you don’t need PPC.
All of the above reasons are excellent arguments for not investing in PPC advertising. But if these are the reasons, then tell me, why did you invest in a website? And why are you in business? Just like the poor Mexican you can live comfortably as you are. It just really depends on the goals you set for yourself. Truth is, PPC is one of the most inexpensive ways of advertising for the ROI you get. It works and it’s effective. Do we really need to convince you?