How to Pay Per Click Advertising
What the heck is PPC or pay per click advertising? Perhaps you’ve heard about it? Perhaps you’ve heard how effective it can be? Let’s talk about how to pay per click advertising for you local business so you can quickly and effectively generate more business.
When you go to Google (we’ll use Google, but Yahoo, MSN, and others have their own) and type in a keyword - say Dayton Ohio hair salons, you get a list of results.
On the top and right side you’ll see a listing of ads. Down the middle/left side you’ll see a listing of websites and for local search you’ll typically see a map with a listing of businesses for that keyword in a particular area.
There are two types of listings in the search engines: organic search (which is what you want to obtain quickly and long term) and pay per click ads which is what you can use to quickly generate leads - however if done incorrectly, they can cost you a small fortune.
If done right, pay per click advertising can be a wonderful thing. It allows you to test ads, track ads, track clicks, and so forth. The beauty is you can target keywords, localities, and get quite specific as you attack your pay per click campaigns.
Another great thing is that you only pay when someone actually clicks on your ad. Does the yellow pages or other forms of advertising guarantee that?? No way. You pay a ton just to have a small listing that is among the sea of other listings (who are your competition).
Some simple tips to begin your pay per click advertising…
Understand your target market. You have to know what they are searching for. This is done through quality keyword research. With the proper keywords, you can get very specific about how and who you target. There are advanced techniques to qualify and disqualify certain types of searches, but we’ll discuss that more in other posts.
Snag ideas from ads that are working. Do some studying and research to see what other ads say. You only get a small amount of room to make your point. You want to utilize the space very wisely. This can be done by modeling others.
Practice writing your ad - think like your customer. Alleviate their fears, fill their needs and wants, and so forth.
Test and track. The great thing is you can run multiple ads at once to see which one pulls best. This is key when it comes to marketing. Testing and tracking your results. Minor changes can make major differences.
Pay per click is a great testing ground, allows for a very inexpensive budget, and can generate potential business quite quickly.
It allows you to send visitors to sales pages, product pages, landing pages, and other forms that get your visitors to take action. The key is to get them into your sales process so that you can now deliver to them why you are the best company to work with.
This is a start of how to pay per click advertising. We’ll certainly touch on other areas such as how to write an effective ad, how to set up your account, how to choose the right keywords, and more…
To your sucsess,
Joe Collinsworth
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