In this month's issue we showcase another way you can promote your online or brick and mortar business using the power of the Internet to bring you customers and traffic, this time with pay per click advertising.
With the economic outlook being hopeful for 2009, now's the time to consider new options to bring in new customers to grow your business.
President, Medallion Fulfillment & Logistics
It used to be that if you wanted to locate goods or services, you picked up the Yellow Pages and thumbed through it. Today, the majority of people begin their search for goods and services on the Internet. The Internet has allowed consumers to broaden their shopping searches far beyond the boundaries of their hometowns while providing web-savvy business owners with rich, new markets for their products. Today, even the smallest business can enjoy a global reach through Internet advertising and sales.
Pay per click (PPC) advertising on the Internet has outstripped traditional Yellow Pages ads as the fastest, most effective and most cost efficient way to reach potential customers and drive them to your website. Not only does PPC advertising permit business owners to specifically target those consumers most interested in their products, but it allows them to track the effectiveness of their advertising campaigns to maximize return on investment.
Quick, relatively easy and inexpensive to set up, a PPC campaign can produce measurable results within 48 hours. You open an account and place your ad with a PPC provider that features your ad on various websites. Ads are typically short and built around targeted keywords and keyword phrases designed to attract potential customers. When an interested consumer clicks on your ad, he is immediately sent to a landing page on your website. It's the fastest ad-to-customer path on the market today.
PPC advertising isn't just for large companies. Since you basically pay only when someone clicks on your ad, PPC can be equally cost effective for small businesses. An effective PPC ad campaign can be financed for as little as $2 to $4 per day. While Google AdWords is the recognized PPC behemoth, excellent results and sometimes better value can be obtained from competitors Yahoo Sponsored Search, Microsoft adCenter and other secondary providers.
Providers may set minimum click-through rates and may charge for prime page locations, but advertisers generally bid against each other through an auction process to determine the rate and ranking for the keywords and keyword phrases used in the ads. This gives you total control over your advertising budget by allowing you to place a cap on expenses.
Perhaps the greatest advantage PPC advertising offers over the Yellow Pages is measurability. With web analytics, it is possible to statistically measure the effectiveness of each keyword used in your advertising campaign.
By experimenting and tweaking your ad, you can reach a variety of consumer groups and target those that produce maximum return on investment. Because they are immediately directed to your website at the point of peak interest, PPC provides optimal opportunity to turn potential customers into paying clients. If you're still stuck in the Yellow Pages, perhaps it's time to maximize your advertising dollars and invest in pay-per-click advertising.
A doctor and a lawyer were talking at a party.
Their conversation was constantly interrupted by people describing their ailments and asking the doctor for free medical advice.
After an hour of this, the exasperated doctor asked the lawyer, "What do you do to stop people from asking you for legal advice when you're out of the office?"
"I give it to them," replied the lawyer, "and then I send them a bill."
The doctor was shocked, but agreed to give it a try.
The next day, still feeling slightly guilty, the doctor prepared the bills.
When he went to place them in his mailbox, he found inside a bill from the lawyer.
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