Pay Per Click is very effective at generating leads

Jan 18, 2010 // by mbaldwin // Pay Per Click // No Comments

What is it?

Pay Per Click advertising is used to drive relevant, targeted traffic to a web site when someone performs a search for a keyword phrase you have targeted.

How does it work?

The big three search engines including Google, Yahoo, and Bing all have a pay per engine that advertisers can use to send specifically researched and targeted traffic to a web site or landing page. Once your account is setup and research is conducted your customers will perform a search and your ad will placed at the very top of the search engine results page or down the right hand column.

Why you should use it?

Unlike SEO/Search Engine Optimization, Pay per click advertising is the quickest effective way to drive quality traffic to your Web site. There are billions of searches conducted daily and many of them are for your product and or service. A lot of people don’t understand the effectiveness of pay per click advertising and right of bat don’t think that it will be effective. I break it down like this. You can spend massive amounts of money on TV, Print, magazines, cold calling, and maybe get 2 or 3 leads. Why is this ineffective? Because you’re calling on people that probably are not interested in your product or service. With pay per click advertising you are able to weed out the people that have no interest in your product or service. When people are conducting searches for a product or service they have already come to the conclusion that they need that product or service and now they just want to find the best company to provide it to them. With pay per click advertising you can directly target those individuals with keyword research. As long as the user you have targeted finds the information they’re looking for on your landing page, consider them a new customer.

When setting up a PPC campaign its important to understand the funnel process the user takes.

1. I need X service.

2. Search X service in location.

3. Sees ad on X service, clicks on the ad

4. Lands on the web page of choice

5. Looks for the information needed to convert (service info, hours, location, contact info)

We advise that you always consult a professional that has experience setting up pay per click ads (a company like Graphics Tech). If you don’t target your customers properly you will probably spend a lot of money on ad dollars that don’t yield results.

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