Pay-Per-Click For Small Business

PPC or pay per click advertising is a great way for entrepreneur’s to market their products or services online. PPC ads are the ads that appear on top or towards the right of the organic listing when a search query is performed on Google, Yahoo, Msn, and many other search engines.

There are currently over 130 million people in the U.S. who regularly use search engines when looking for information about a product, service, or conducting research. Of those searchers, only one third goes beyond the first page of listings. PPC is the approach that allows the small business to get to that coveted first page in the quickest fashion.

Keywords

The first step is finding and compiling the most relevant keywords that relate to your specific product or service that will be bid upon. A great place to start is with a businesses trademark. This allows those searching who already know you exist to find your web site quickly. In most cases the trademark draws a great deal of traffic at a low cost.

A businesses trademark is also the easiest to get to the first page and to the top position in most cases. Next, keywords should be compiled based on general categories then broken down into more specific groups. It is very wise to use keywords that directly relate to the content on a web site because you pay by the click. If you are selling sports collectibles you should not bid on keywords that are related to health insurance.

Ad Copy

Another great feature of PPC advertising is that it allows marketers to create compelling ad copy that attracts searches to click on an ad. While receiving click traffic is important, the best ad copy will result in the highest total of conversions. An ads quality is based on its CTR “click through rate”, which is clicks divided by an ads impressions.

When creating compelling ad copy it is important to focus on a business’s competitive advantages and focus on features and benefits whenever possible. Are you the lowest cost provider? Do you offer the largest inventory? Are you the industry leader in customer service? Do you offer free shipping? What ever your competitive advantage is it needs to be spelled out in your ad copy because customers make rapid searches and you need to stand apart from your competition. If you don’t you are just handing sales over to your competition.

Agencies

Yes, most of this can be performed in house by a business owner. In most situations, however, the entrepreneur is too involved with managing the day to day activities of the business and can not commit to the daily attention that a PPC campaign requires. That is when an internet marketing agency that specializes in PPC/SEO like Mystic Liquid can be of great assistance. The marketing agency is able to test different variations of keyword positions and ad copy until the optimal combination is met.

Most quality agencies have years of experience with optimizing PPC/SEO campaigns and have gained knowledge, understanding, and industry secrets that would take an entrepreneur a number of years to lean if they attempted these tasks themselves.