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Pay Per Click Advertising (PPC)

Pay Per Click Advertising, also knows as Search Engine Marketing, is a method of online advertising in which the advertiser pays a fee each time their ad is actually clicked.  These ads are purchased through any of the major search engines such as Google, Yahoo, or MSN.

If not done correctly, this can become a very costly form of advertising.  Basically, you bid on specific keywords, and depending on where your bid ranks for that keyword, your listing will show up accordingly.  So, if your bid is the highest for a specific keyword, when someone searches that keyword your listing will show up at the top of that search engine listing.  This is in addition to your natural or “organic” listing.  The fee per click will vary depending on the keyword chosen and can add up quickly if people are clicking on your ad but are not genuinely interested in your product or service.

On the other hand, a strategically designed campaign offers the following perks:

• The ability to accurately track how much traffic your ads are generating.  Your pay per click advertising campaign will generate reports letting you know where your clicks are coming from, allowing you to see which keywords are generating traffic, and from which search engines.  You can easily modify your campaign based on these results to try and improve them.
• The ability to easily and quickly alter your advertising campaign at any time to increase your results.  Modifying your campaign is as easy as bidding on new keywords and/or removing current keywords.
• Provides you with exposure to highly targeted audiences.  Through carefully selected keywords, you have control over who is going to find your listing.  For instance, rather than bidding on a generic keyword such as “shoes” you can narrow your search listings by bidding on more specific keywords such as “nike” or “adidas”.  Only people looking for Nike or Adidas are going to see your listing in their search engine results.
• Gives smaller businesses the chance to grab a piece of the market away from their larger competitors.  While some of the larger companies may rely on their natural listings, smaller companies can work their way to the top of the search engine results by investing a portion of their profit into a pay per click campaign.  If done correctly, potential customers will find you first.

The experienced team at WebDuck Designs will not only research the most effective keywords for your pay per click campaign, but we will also incorporate Google Analytics in an effort to track conversions.  This will let us know that the traffic to your website is actually doing what you want them to do.  For instance, if you an online store, a conversion would be when a visitor actually makes a purchase.  Using Google Analytics allows us to know if your PPC/search engine marketing campaign needs to be altered to maximize your sales potential.
To find out if pay per click advertising is right for you, contact us today and speak with one of our pay per click advertising specialists.