How PPC Ads Work and Why all Small Businesses Should Use Them

This is the 6th installment of our 10 part series expanding on?our recent article 10 Killer Techniques to Quadruple your Internet Marketing Success.

Most business owners understand the magnitude of change that Google has made on the world of marketing, but do you fully understand the benefits it can bring to you as a small business? Pay-Per-Click advertising allows you, as a business owner, the opportunity to reach your audience (large or small) at the precise stage of the buying cycle that you desire.

Pay-per-click advertisements are the listings that show up before Google?s organic search listings, 0r on related websites.

What is your goal?

If the goal of your business is to create brand awareness you can achieve these results through the Google Display Network, allowing your advertisement to appear on hand selected websites that you feel relate to the browsing habits of your target audience. Top of mind is crucial in the world of advertising; the Display Network gives your business consistent exposure to those consumers just entering the buying cycle, and will prove to be beneficial during the consumer lifespan.

If the goal of your business is to increase conversions and ROI, these results can be obtained through Google?s Search Network. This platform allows you to select keywords for which you would like your ad to appear, enabling your advertisement to emerge on the results page when a relevant query is searched.

There is also a feature that allows you to select words that you do not want to be displayed for, so you can eliminate the risk of being displayed for a search term that you would not want to pay for a click. For example, a landscaping company would not want to be displayed when the term ?landscaping ideas? is searched, because this term doesn?t indicate that the individual is ready to buy.

Why Should you Use Pay-Per-Click Advertising?

The great thing about paid advertising on Google is that everything is within your control. You will never pay more for a click than you are willing to spend. Your ad will only appear for keywords that you have bid on, and will not appear when a search is containing keywords you have excluded. Additionally, you can specifically target your campaign to appear for only those users located within your demographic region.

Finally, another valuable feature-if not the most important feature-of PPC advertising is its measurability. With Google AdWords you have the ability to completely dissect your advertising campaigns.? The AdWords platform gives you the tools to see just where your money is going. You can view your most profitable keywords and see where you are losing money, and make adjustments accordingly. With the ability to edit and make changes, this interface is giving you the opportunity to minimize your spending while reaching the defined target audience you desire.

Do you want to learn more about increasing your online lead generation?

Source: http://blog.yourwsiadvantage.com/how-ppc-ads-work-and-why-all-small-businesses-should-use-them/

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