Today November 26th is Small Business Saturday and it is also Pay Per Click Advertising Day. The perfect day to plan your pay per click advertising for the holiday season (of course if you have already done so, that is even better!
According to Wikipedia: “Pay-per-click (PPC) or Cost-per-click (CPC) advertising is an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher (typically a website owner) when the ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. PPC “display” advertisements are shown on web sites with related content that have agreed to show ads.”
The benefits of PPC
There is generally a small initial investment. You only pay for the users that click thru on the ad.
Pay-per-Click campaigns are good for any size business and can even level the advertising field for small businesses, if you do your homework which includes knowing what your customers or target audience are searching for (keywords). This can put you in the same game as the competition, even resulting in a page-one result for the right keywords.
With Pay-per-click you can obtain immediate results. From research to implementation the campaign can be set up in a a few days compared to working your way up the natural search engine results.
You can track your ad in real time. With the right metrics (generally provided by the search engines, you can see how well your keywords and key phrases,are doing, including how much traffic you are getting, how many are converting to buyers and any other metrics you need that would be important to measuring your return on investment. generated, per ad conversions, and many more measurements provide campaign. With real-time tracing you can quickly quickly ads that are underperforming or overperforming and make adjustments based on immediate results.
With pay-per-click you can target the ad to your audience using geo-targeting, the right keywords and demographics.
You can enhance your branding with pay-per-click advertising on Google, Yahoo or Facebook and get known quickly in the marketplace.
With pay-per-click you can widen your reach in the marketplace and obtain specific, targeted and more motivated buyers once you have done your research and due-diligence.
When planning your PPC campaign use caution and due diligence. A poorly run campaign can drain your coffers before you see any results, can also give you worthless leads if you don’t have the right keywords, and can drain your pocketbook. Start small and test often. It should be part of your strategy but not your ONLY strategy!
For 365+ more marketing ideas and to purchase your copy of the 5th Edition of Quirky Marketing Calendar 2011 go to: http://quirkymarketingcalendar.com/buy-the-ebook/