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Pay Per Click Works But You Need To Come Prepared

Last updated 4 years ago

One of the challenges, that small businesses face, in today’s Internet marketing landscape is ultimately how to increase visibility through the use of pay per click marketing. Often times it can be difficult to compete with larger brands and major labels as they will typically have larger marketing budgets assigned solely to pay per click marketing campaigns. From a small business owner’s perspective, this can be of significant concern. The pay per click marketing medium does however provide small-business owners with an unprecedented opportunity to gain greater access to online marketing channels with relatively low barriers to entry.  There are numerous benefits to this strategy that include greater control over your marketing campaigns than typical search engine optimization on its own. In addition, you have control as to where, when and how often you want your message delivered. Pay per click can be relatively affordable dependent upon the keywords that are actually being targeted. However, for small businesses there are some important guidelines that need to be put in place in order to make the most of their pay per click marketing budgets.

First, it is always prudent to combine this type of marketing plan with another form of organic or unpaid marketing effort. Pay per click marketing will provide you with an almost instantaneous online presence and this will allow for greater visibility and much more user interaction especially in the short term. Search engine optimization focuses around keywords and effective keyword density on pages. It also utilizes an algorithm the ranks pages on their popularity and ultimately their authority. While SEO is good for those marketers who are establishing their website footprint, a pay per click marketing model is focused primarily a drawing traffic directly to your website on higher “purchase intent” traffic.  As always, it is in your best interest to ensure that your site is fully functional and easy to navigate prior to beginning this type of marketing effort. You do need to take some time to fully understand your customer and their specific needs. Your goal should be to tap into their desires and facilitate the help that they need when they visit your specific site. A good combination of search engine optimization and pay per click marketing model will give you a great head start into your online marketing efforts.

The biggest player in this realm is Google Ad Words, as it provides an excellent service that will allow you to create and run your ads through their system. You identify the budget that suits your specific objective and any time a customer clicks on your ad, you pay for that click. With more competitive keywords, the cost per click can get expensive.  While Yahoo and Bing also provide this type of online advertising service, the clear market leader is that of Google but do not neglect the other published like Yahoo, Bing, SuperPages and CitySearch.  Another key factor for marketers to understand is the importance of having a landing page for the individuals that you are targeting with your pay per click marketing. By having this area already lined up you can create an effective sales funnel that will ultimately lead you to greater conversions and more customer satisfaction. Pay per click marketing is a fantastic way for small businesses to help attract customers and ultimately build brand awareness.

Are you using Pay Per Click Advertising to attract new clients for your business?  Why or why not?  How many vendors have you used to manage PPC ads in the past?

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 $2,200,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government.  Give him a call at (877)655-3438 to schedule a Free Online Marketing Consultation.

To read more of the article that inspired this blog, please visit: http://www.searchenginejournal.com/what-is-quality-score-and-why-does-it-matter/46041/

 

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