PPC - Pay Per Click
High Customer Lifetime Value
- Multi Level Marketers and other industries like banks etc: When a marketer acquires a new client, they can potentially be worth thousands or even tens of thousands of naira over the course of many years, especially if they go on to refer more clients.
- Specialized Medical Services: Professional medical services or even herbical medical services with proven results that are rare to come by are perfect for PPC Advertising as the prospects who take on these offers go on to testify about the potency of the service.
- Colleges & online degree programs – Universities spend a lot on PPC because a new student is worth a lot over the course of his/her education. The same applies for other types of training programs.
- Cable and Internet service providers, utilities – People tend to stick with one provider of phone, cable, or Internet service and pay that monthly bill for a long time. Any recurring service (subscription-based software, for example) could fit the same model.
- Lawsuits – A lawyer can make a lot of money off a single case, which is why keywords like “personal injury lawyer” are so expensive – even if that client only needs your services for the one lawsuit, the margins can be very high.
- Construction Companies – The service offered here can be very expensive, so catching someone who needs this kind of work done can be a big win.
- Computer equipment – Servers, copiers, etc.
- Home Appliances – These days people usually do comparison-shopping online before buying something like a washer and dryer. Same goes for purchases like mattresses and large furniture.
- Cars – We've seen used car franchises have a lot of success with geo-targeted PPC.
If your e-commerce business carries products that aren’t easy to find just by walking into a Mall like Shoprite or Game, you’re probably a good candidate for PPC advertising. People often use search engines to find weird items that aren’t carried in many brick and mortar stores, such as unusual hobby supplies or rare records.
Diverse Array of Products
Retailers like Amazon (which spent over $55 million on AdWords in 2011) and eBay ($42.8 million) that carry a wide array of products have found a lot of success with PPC. Often, retailers like this advertise on tens of thousands of keywords, paying a small amount per click by bidding on long-tail keywords or using dynamic keyword insertion. Long-tail keywords have lower competition and, accordingly, lower costs per click, so advertisers can turn a profit even on lower-cost items.