Pay Per Click(PPC)
(Google AdWords) provides a link from your ad to a specific page in your
website. Each time a user clicks on your ad, you are charged by the search
engine. Great if the visitor follows
through with the call to action and contacts you, however, once you stop
running your Pay Per Click ad, the traffic to your site ceases to exist.
1.
What is
it?
Pay Per
Click are the ‘sponsored’ links you’ll see in many search engine results.
They’ll usually have a note somewhere to let you know they are sponsored.
2.
Who’s it
for?
Just
about anyone can use Pay Per Click and profit.
But
beware –
it can be a huge money pit if you don’t know what you’re doing.
Will the
visitor find what they are looking for when they arrive on the destination
page? If the
landing page does not offer what the user was looking for, or you do not have a
good call to action, they will leave and the click just cost you $$ with no
result.
3.
How much
is Pay Per Click advertising?
How long
is a piece of string? A
click may cost 30 cents in the dog washing industry and upwards of $50 per
click in the law industry. It’s about
ROI. If you make a sale, how much did that sale cost you?
An agency
can cost anywhere from a few hundred per month to a few thousand, depending on
the size of your business and complexity of your campaigns.
4.
What
should I be careful of?
I’d get
recommendations for companies that had experience with Pay Per Click
advertising.Avoid large companies who offer cheap setup and monitoring as they
may not take the time to regularly check the performance of your ad and tweek
it to get the best performance from it.
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