Pay-Per-Click (PPC) Marketing

Pay-Per-Click (PPC) advertising is currently the fastest way to bring a substantial amount of traffic to a website. Pay-Per-Click ads are displayed on the search engine results pages of all the major search engines, generally to the right side of the search results, but sometimes on top or on bottom. When a searcher clicks on a sponsored listing, they are immediately taken to the advertisers website and the advertiser is charged a small fee for that visit. Click charges can be as low as $0.05 cents or as high as $50.00 in some extreme cases. There are several pay-per-click engines, but the main engines include Google, Yahoo, and MSN.

In the early days of PPC, the highest bidder would come up in the top sponsored search position, and thereby get the most traffic. But when Google came out with their pay-per-click program, Google Adwords, they created an algorithm that bases your ad's placement on bid amount, and a quality score that's based on relevance and click-through-rate. This meant that someone can boost their position in the Google's sponsored listings by creating text ads that are more relevant and better targeted. Most of the other search engines have followed suit and PPC has become a much more complex undertaking.

True Pay-Per-Click experts know that it's not just about getting traffic to your website, but that it has to be targeted correctly and the price has to be right. Traffic alone doesn't get you sales. For instance, a lawyer in Toledo, OH would do extrememly well with keywords such as Toledo Lawyer, Toledo Attorney, and Toledo Law Firm, but the same lawyer would essentially be wasting money if he went after much more general keywords such as Lawyer, Attorney, and Law Firm. He would get plenty of traffic from visitors all across the country, but very few would be looking for a lawyer in Toledo. In addition, keywords are generally much more expensive at the national level than at the local level so it's likely that he'd be paying a much higher per-click rate for keywords that would yield little to nothing. We have seen dozens of self-managed accounts that were completely wasting thousands of dollars a month on irrelevant and overpriced keywords. Don't let this happen to you.

Good Pay-Per-Click Management is performed by well-trained and highly qualified individuals that know how to capture traffic from Google and get it to your website at a reasonable price. A good pay-per-click manager can take a PPC account that has been performing poorly and flip it upsidedown, getting much more traffic and more sales at a lower cost.

• Search Engine Optimization
• Social Media Marketing
• Pay-Per-Click Marketing