Click-Based Model
Pay-per-click is a marketing strategy that uses search engine advertising to generate clicks to a business website. More often than not, internet users with the intention of making an online purchase or survey of a product or service, they will click on paid search ads that suit their needs. Google is the largest ad network at the moment and together with other similar networks, the highest-quality ads are rewarded (Kritzinger, & Weideman, 2013). Ads that have the largest popularity meaning that they have a high search engine optimization, are rewarded for good performance which includes lower costs of advertising.
When building a business, it is very important that an owner makes use of the current technology to enhance growth. The idea behind pay-per-click is that the business owner pays the advertising network some amount of money every time a user clicks on the ad. It is more of buying visits to the site of the business owner with the aim of generating a specific type of user action. Some of the actions that are recognized by the PPC model include user registration or purchase of a product.
Startups need to decide on whether PPC is good for their business by making an assessment on their ability to afford the services. The business owner needs to have a budget set aside for the paid advertising system. He or she has to have a well-laid plan on how much the PPC model will be of benefit to the business without draining the finances of the startup. The book of Habakkuk 2:2 says “And the Lord answered me, and said, Write the vision, and Make it plain upon tables, that way he may run that redeath it.” According to the scripture, there needs to be a vision in the beginning. The business owner has to declare how much the business is willing to spend on the paid advertising and still ensure that their business venture is profitable. God listens to our supplications and when we write down our business requests to Him, He will be gracious enough to read through the vision and bless us accordingly.
Creating a PPC campaign requires the business owner to know their target audience, their competition, and the type of products and services the business provides. (Kritzinger, & Weideman, 2013). It is through being aware of the mentioned components that the owner of the business identifies the amount of budget to set for the campaigns. It takes time and commitment for one to understand the needs of their target market. For a startup to successfully craft itself and pick up in the competitive business market, the owner must be willing to spend time and resources into the business. Proverbs 16:3 say that “Commit thy works unto the Lord, and thy thoughts shall be established.” With God, however, the business owner is assured that his or her commitment shall not be in vain but shall be heavily rewarded. It could be through increased online visibility which entails a heavy flow of traffic into the business website through the PPC campaigns.
The next step should entail choosing the best Google PPC option for the business. Google AdWords is the most recommended option for all types of business trying to increase traffic to their websites. With the Network, the business stands at a very high chance of being identified by their target audience that search for terms that are related to the business, the products, and services. For example, a business by the brand name “Carrie’s Tyres Store” can be identified by an online user who is searching simply for the word “Tyres.” This means that an online user typing the name Carrie may receive a pop up on their screen for “Carrie’s Tyres Store.” With Google AdWords, the business will be able to reach to its customers on whatever device that the user makes use of to browse which could be a mobile device, a table, or a desktop.
The business owner is able to have an insight into the number of people that view the ads as well as the percentage of potential clients that click on the ads. The business owner can be able to monitor the number of sales through the ad network. It only takes a leap of faith in choosing the most suitable as a network for the business owner to see its benefits. one must also be willing to take the risk especially with the cost for their start-up business to benefit from the PPC campaign. The bible says, in the book of Romans 8: 28. “All things work together for the good of those who love the Lord and are called according to His Purpose.” If the Lord God in Heaven called the business owner into that nature of the business, he or she will reap from its benefits. it is true that being an entrepreneur one is predisposed to a lot of failures and setbacks, but when one has a clear conscience behind the purpose of the business, then all thing will work together for the prosperity of the business.
Reference
Kritzinger, W. T., & Weideman, M. (2013). Search engine optimization and pay-per-click marketing strategies. Journal of Organizational Computing and Electronic Commerce, 23(3), 273-286.
The Holy Bible. King James Version.
