Pay-per-Click (PPC)

use caution with pay-per-click (ppc)These days, more people than ever are using the Internet to research products before they buy. Also, Internet users are becoming serious about the amount of time that they spend online, tending to be more focused and on purpose. Many users bookmark their favorite websites so they can access the information later without having to search for it again. When people want a solution for their problem, such as a health issue or where to take a vacation, they often search online for the answers. This is why it’s imperative for you to put your product or service in front of them whenever you can.

Sponsored Listings for Immediate Visibility

Sponsored listings from PPC campaigns can be found at the top of, right and bottom of organic listings in most search engines and will provide instant visibility when you are not ranking organically, or additional visibility if you are. They appear in the form of ads that tout products and services and are typically governed by a bid program. Advertisers set their max bid and of course hope to pay less; and sometimes they do.

Running a PPC campaign is also a good way to test keywords and key-phrases for an organic search engine optimization campaign.

Although others exist, the top three pay-per-click advertising programs are Google AdWords, Yahoo! Search Marketing and MSN AdCenter. They are similar and yet different. Of course understanding your target market and where they search will help you determine which program to start with.

You are a candidate for pay-per-click campaigns if:

  • Your website is not “search engine friendly”.
  • Your website is built in Flash or Frames and you just don’t want to change it.
  • Your editing interface does not allow you to make important changes to important sections of your pages.
  • You want immediate exposure.
  • You want more exposure than you have pages to optimize on your site.
  • You are ranking organically and want to “dominate” more space on the first page of the SERPs.

Caution!

Google and the other advertising engines make it easy to get started, and at the most basic, unoptimized level, they are fairly easy to set up. However it is our belief that the search engines tip the scales in their favor with the default settings. Nearly anyone can run an ad campaign, but few people have the time and skill it takes to continuously monitor stats, improve ads, monitor budgets, and everything else needed for optimal performance.

An audit of your account will identify if there are any changes could be implemented to save or stretch budget while driving maximum visitors to your website.


At Affordable Search Engine Ranking, we offer Google AdWords support with account audits, campaign creation and on-going optimization and monitoring. Let us know if we can help you get started with a 30 minute phone or Skype consultation.