| Ever noticed those ads on the right of the page | | | | It's even harder for ecommerce businesses. I |
| on Google? Those ads appear according to what | | | | won't even start on how TIVO is killing this |
| you are searching for. Why is this so powerful? | | | | market... Now let's compare PPC to TV/radio |
| As an advertiser, you can be sure that the | | | | advertising. With PPC, you can easily target people |
| person looking at your ad is interested in your | | | | who are interested in your product or service. |
| product or service. This beats the pants off of | | | | You specify the keywords, so you can rest |
| traditional advertising. The purpose of this article is | | | | assured that the people viewing your ad are at |
| to give you an overview of price per click (PPC) | | | | least interested. The cost of doing a PPC |
| advertising and its benefits.How It Works | | | | campaign is much lower than TV/radio advertising. |
| Let's say that you own an ecommerce site | | | | To give you an example, making sure that I am |
| selling fishing tackle. You want to increase your | | | | on the front page of Google for the keyword |
| sales of salt water tackle. How can you do this? | | | | "web design" in my area only costs me about $25 |
| PPC advertising is a good way to start. To get | | | | a month. If you want to target a broader |
| the ball rolling, you sign up for a Google AdWords | | | | market, your costs will be higher, but the key to |
| account. You compile a list of the keywords you | | | | remember is that the people you are reaching are |
| want to target, configure your daily budget, and | | | | already interested.The same comparison works |
| voila! If you configured your campaign correctly, | | | | for print advertising, billboards, etc. I've done a |
| whenever a user searches for salt water tackle | | | | decent job at making PPC marketing look like the |
| your site shows up on the first results page of | | | | best thing since sliced bread, but is it really? Not |
| Google. Of course, there's really a lot more to a | | | | exactly. To have a successful PPC campaign, you |
| successful PPC campaign, but that's it in a | | | | need to keyword research, modifying keywords |
| nutshell.The Benefits | | | | to see what works, changing your web site to |
| The benefits of PPC are numerous. We'll start by | | | | increase conversions, etc. Though it's not an easy |
| analyzing other types of advertising and then | | | | process, it's still cheaper and more effective than |
| comparing them to PPC. Television and radio | | | | traditional forms of advertising. If this is blowing |
| commercials have been a staple in the advertising | | | | over your head, consider hiring an online |
| tool box for many years. The purpose is to come | | | | marketing consultant. They can help you get your |
| up with a catchy ad that will bring you more | | | | campaign going while educating you on the details |
| business. The big problem with TV and radio | | | | of search engine marketing. Once you have |
| advertising is its expensive and it is difficult to | | | | tasted the success of PPC, you'll think twice about |
| really target people that will be interested in your | | | | other forms of advertising!Eric Friese is President |
| product/service. Larger companies that spend | | | | of Tiger Web Solutions, a web design firm located |
| loads of money on branding can do well with TV | | | | in Auburn, Alabama and maintains Discuss this |
| and radio, but it is difficult for smaller businesses. | | | | article at ecommerceboards. |