Is Pay-Per-Click Advertising Right for Your Business?

If you’re debating whether or not to use pay-per-click ads to promote your business, this post will help educate you on whether it’s a good fit for your company or not. The way pay-per-click advertisements work is this:

  1. You select keywords that you want to be found for when people search online.
  2. You write ad copy to entice them to click through to your website.
  3. When someone searches one of these keywords and clicks on your ad, you pay a pre-designated fee for that click.
  4. Once they arrive on the site you channel the ad to, they can buy a product or contact you for more information.

What Kinds of Businesses Benefit from Pay-Per-Click?

Some types of businesses see better results than others with this type of online advertising. Typically, companies that sell products rather than services fare well with pay-per-click ads.  Services or higher end products may not do as well as those types of products that can be purchased directly online.

Consider where your customers get information about your type of product. If it’s not through search engines, pay-per-click ads won’t do you much good. But if your target audience frequently searches for information, reviews and the products themselves on sites like Google, it’s worth exploring.

Getting Started

Still not sure whether pay-per-click will pay off for you? Conduct a trial campaign and assess the results. First, determine your budget. Realize that you’ll pay more to rank for certain popular keywords (for example, getting in the top five ad results for “used car” will cost much more than, say, “used car in Ottowa,” so zero in on your geographical area to not only save on keyword spending but also better target your search.). You can set a daily budget, so that once you receive enough clicks to fit that budget, your ad will stop appearing for the day.

Next, spend some time researching the best keywords to use. Conduct searches on these keywords to see what ads (as well as what organic results) appear, then determine whether your website would be a good fit with this mix. Narrow them down with geography or specific product keywords.

Write several ads to test out which gets the most interest. Read other ads to get ideas about what kind of copy is concise and to the point. Keep it simple; you don’t get a lot of words, so make the most out of them with a clear call to action or product detail.

Run your ad for at least a month. Check your Analytics to see what your conversion rate was on those ads. Then, you can tweak the ads for better results, keep them if they’re doing well, or look for other ways to connect with customers.

Pay-per-click ads can be found on every search engine, as well as social sites like Facebook. You can often get some free credit to test out each site, so see which one gets you the best results.

For more great info on search advertising and pay-per-click ads, tune in to our free webinar, How to Get Leads from Search Advertising, Thursday, June 28, 2012, at 2 pm Eastern.

Photo: Search Engine People Blog on Flickr

Susan Payton is the President of Egg Marketing & Communications, an internet marketing firm specializing in marketing communications, copywriting and blog posts. She’s written two books: 101 Entrepreneur Tips and Internet Marketing Strategies for Entrepreneurs, and has blogged for several sites, including The Marketing Eggspert Blog, as well as MashableSmall Business TrendsFutureSimple, and Lead411. Follow her on Twitter @eggmarketing.


2 responses to “Is Pay-Per-Click Advertising Right for Your Business?

  1. Good points, Susan.

    It’s all about determining who your customer is, what you have to offer them, how to let them know about the offer and providing a means for them to buy.

  2. We’ve found great success in advertising our products and services through pay-per-click. But it’s important to balance paid advertising with SEO to keep your website ranking high organically too.. there are many consumers out there who don’t trust paid ads. Business Incorporation Services

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