Pay Per Click (PPC for short) search engine advertising is an affordable form of Internet advertising. Online advertising is growing in popularity and by 2008 is expected to reach 8 billion dollars. Search engine advertising is all about getting traffic to your website. So this advertising will help more qualified buyers find your website that offers them the product and/or service they are looking for.
Of course nothing is as simple as it seems and advertising on the Internet is no different. Although advertising generates leads, it is also important for searchers to find relevant information in the website they are directed to. Information is an asset in any advertising campaign that is often overlooked by website owners. Keep in mind that visitors are much more likely to purchase products and/or services from a company that provides them with quality and useful information they need to make an informed decision.
Qualified traffic with PPC search engine advertising
The first benefit of online advertising is it provides qualified traffic to your website. Users that click on your ad are those in search of the product and/or service you provide. This greatly reduces unnecessary clicks from non-prospective visitors that only produce expenses not profits. PPC advertising is one of the fastest ways to get a return on investment.
A bidding process is used to establish the price of specific keywords and/or key phrases. Budgets for Internet advertising can range from $100 to $100,000 depending on the number of keywords and/or key phrases used and also the bid price for each of these words and/or phrases. Prices can climb quickly as more and more website owners bid on the same words and/or phrases thus causing the prices to rise.
In general PPC ads are placed on the top, bottom and to the right of search engine results to which they are relevant. The highest bids for keywords and/or phrases get top billing on the search engine results page. Getting top placement provides greater opportunities for your Internet ads to get clicked by qualified searchers.
Elements of PPC search engine advertising
Web advertising involves three basic elements: constant monitoring, response analysis and refinement are the essential elements involved in search engine advertising. Proper management of your advertising will result in profits for the business owner.
With search engine advertising it is possible for you, the site owner, to monitor the productivity of each of your ads. This gives the you the opportunity to turn off any pay per click ad that is under performing. Thus online advertising provides the most economical way for the you to advertise on the Web.
The cost incurred in online ad campaigns is dictated by clicks made on your ad. The number of clicks made on ad is subtracted from the initial amount invested by you to the search engine company, such as Google and Yahoo. To minimize cost and maximize return on investment (ROI for short), you will need to closely monitor all your advertising campaign.
How to use PPC search engine advertising
Some businesses are unable, or more to the point, unwilling to get the most out of their advertising campaign. Getting the most bang for your buck involves more than bidding on the most popular keywords. Information is key to most online users. Providing relevant information will help bring about a long-term relationship with an online user that will likely result in a sale. Information provided to online users could be in the form of a newsletter or e-zine that they would opt-in to an e-mail list to receive. Sign-ups may cover the expenses of a search engine advertising campaign if you charge for this information. A better idea would be to give away this information for free in return for your visitors name and e-mail address. This will not only make your customers happy but will also give you a qualified lead for future up-sales and/or resales. It is a win win situation.
Pay per click search engine advertising is a continual process that requires hands on supervision and a thorough understanding of search engines. Businesses may opt to hire the services of a professional or do their advertising with in-house experts. Whatever course of action is selected, a business is sure to get a reasonable return on their investment with search engine advertising.
Good luck
Lorne Robinson
[http://www.thelmrcompany.com]
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