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The Basics of Pay Per Click Advertising

Last updated 6 years ago

There’s no denying that AdWords, Google’s advertising platform, is a powerful method to enable your business to achieve high levels of visibility online. It is vital to get in front of consumers, online, who are searching for your products or services. One of the most proven methods to allow companies and advertisers to ensure that their message is being distributed as effectively as possible is to utilize pay per click advertising. Pay per click advertising, or PPC as it is commonly referred to, allows search engines to provide listings on a per click basis. These listings are displayed above organic search results. The driving force behind this strategy is the use of keywords. Google sells this advertising mechanism through an auction platform called AdWords. Marketers, webmasters and companies bid for what is paid per consumer visit (READ: CLICK). This has proven to be an incredibly beneficial mechanism for advertisers who are seeking to generate more traffic to their websites and made Google the financials powerhouse that it has become. Bidding on popular keywords and phrases has been known to get extremely competitive, as many site owners seek to ensure that they are being represented effectively. It is not uncommon for a lion’s share of advertising dollars to be invested heavily into pay per click campaigns and for good reason - It works!

Search engine advertising and the utilization of pay per click channels can be almost immediately effective. The results can often times be very dramatic for sites who are targeting popular keywords. PPC is a quick and effective method that allows the advertisement to be adjusted on the fly if necessary. More traditional advertising require much more lead time to develop and deploy a campaign. Mix this with Google’s robust analytical package and you have the controls of a comprehensive marketing strategy with a rich analytic backend.

There’s no doubt that pay per click advertising can offer a business tremendous benefits. Ads can have a global, or LOCAL reach.  Ensuring your chosen keywords are listed first can be extremely beneficial to your traffic data. PPC also affords owners the benefit of allowing them to geographically target their campaigns. In doing so companies and e-business owners can more accurately target their customers regardless of geographic location. PPC is a financially accessible medium that can get expensive when hunting for popular key words and phrases. New advertisers who may be hesitant or unfamiliar with pay per click advertising need not be worried. Small businesses and online marketers continually see success through this program and Google offers a tremendous amount of learning material that will enable you to make the most use of your advertising dollar. When creating a campaign such as this it’s important to think like a customer. Your site visitors and prospective customers will be searching online to find you. It’s important that you cater to their needs and target your advertisements to maximize visibility. If this all seems too daunting, there are always Google certified advertising professionals who will be happy to assist you in your PPC ventures. THATS ME!  Keep these items in mind when making your decision whether or not to pursue a PPC advertising campaign.

Are you managing a Pay Per Click campaign for your business right now?  Why or why not?

About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore.  His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies.  He manages over $2,

100,000 in yearly marketing budgets and has worked with local businesses, agencies an

d the US government.  Give him a call at (877)655-3438 to schedule a Free Online Marketing Consultation.

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