Pay Per Click Advertising
How would you like your adverts to be seen only by those people looking for your particular product or service?
How would you also like to pay a fraction of the cost of your current advertising spend?
All of this can be achieved by using ‘Pay Per Click Advertising’ or PPC.
Pay Per Click Advertising is quite possibly the most important development in marketing in the last three years and whatever type of business you are in, whatever the size of your business, you can use Pay Per Click advertising to increase your profits.
What is pay per click advertising?
Pay Per Click advertising simply means paying to put a listing for your web site at, or near the top of search engines. However, even though your listing may appear at the top of the results page following a search, you only pay when somebody clicks to visit your site. Hence, pay per click.
How much you pay for each click depends on how much competition there is for the search term that you want to use, and how high up the search engine you want to be. Either way, you choose how much you want to pay. You can even specify a daily or monthly budget.
The idea is that you bid to have certain keywords trigger your advertisement in a search engine’s listing and pay a certain price each time someone clicks on your link.
This means that when someone performs an online search using these keywords, your web site address and a short description of your services or product appears in the paid listing section of the search engine, usually in a sectioned off area with titles of sponsored links. Therefore the amount you pay for your advertising is dependant on how much you are prepared to bid for the keyword and the number of click-throughs from the advertisement. The more you bid for a particular keyword, the higher up the list of sponsored links your advert will appear, so the more likely it is to be clicked on.
The value of Pay Per Click Marketing
Many businesses find pay per click convenient and cost-effective, producing great results at a low cost. The method particularly appeals to small businesses and those with a niche market, as it allows them to advertise on equal terms with a national company and, if they wish, appear higher on the list.
Pay per click advertising tends to be so successful because your web site appears at a time when potential customers are actively searching for something that relates to your business. These people are known as qualified potential buyers. It also also gives you hands-on control of your marketing, with immediate impact as soon as you sign up and the results are relatively easy to track.
Pay Per Click in action
Imagine you made high quality made-to-measure velvet curtains. You may advertise your curtains in glossy interior design magazines in the classified section at great cost. These magazines may also be full of other features, articles and adverts covering the whole spectrum of interior design so your advert may be seen and read by only a handful of people who may be looking for curtains.
Compare that to an advert that only appears on the search engines for people who’ve specifically searched for the term ‘velvet curtains’. What do those people have in common? They’re almost certainly serious about buying curtains. To be able to reach such precisely targeted buyers is a business owners’ dream. You only pay when someone clicks on your advert and the minimum starting rate is only 10p per click.
The key to successful Pay Per Click Marketing
The secret to success with pay per click is to find the right keywords to drive prospective customers to your web site. With the right words and the right search engine, it is estimated that paid searches can generate five times as many responses as other forms of online advertising.
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