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Pay-per-click (PPC) advertising (or paid search advertising) is an important component of your company’s online marketing strategy. It allows customers to easily find your business through online search engines and promotes your products and services.

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The Goal of PPC Advertising

The primary goal of PPC advertising is to drive as many targeted visitors as possible to your company's website, enabling potential customers to take an action important to your business – purchasing a product or service, completing a sales inquiry form, or downloading a white paper and registering on your site.

Why Should My Business Use PPC Advertising?

Corporate Pages PPC search engine advertising:

• usually generates immediate targeted traffic.
• reaches potential customers when they are ready to purchase your products and services.
• is one of the most cost-effective marketing methods.
• can help promote/brand your Corporate or Small Business and bring you new potential customers 24 hours a day.
• is considered by online marketing professionals to yield the highest ROI, consistently higher than that observed in traditional advertising media.
• allows customer targeting and tracking unmatched by other media channels.

What Is PPC Advertising?

PPC is an Internet advertising model used on search engines, advertising networks, and content sites (including blogs) in which advertisers bid to place an ad on a search engine results page that appears for specified keywords or key phrases relevant to their target market. The advertiser pays the search engine operator only when their ad is clicked.

A PPC ad consists of a heading, a short summary and the company website address (URL). Every major search engine displays these paid ads above and to the right side of their “organic” or “natural” website search rankings. When someone clicks on the advertiser’s paid listing, they arrive at the advertiser’s website and are charged an amount up to the amount of their keyword bid.

The cost-per-click (CPC) for individual keywords will vary depending on the search engine, the geographic area targeted, and the level of competition for a particular keyword.

PPC is Best Used in Conjunction with Search Engine Optimization (SEO)

Natural SEO has the long-term benefits of growing your brand and is a great investment in your website’s future value, but the potential positive bottom-line results can take months or years to achieve. PPC advertising gets immediate traffic and can help generate significant sales within weeks. Corporate Pages recommends implementing both strategies (SEO and PPC) in tandem because of their complementary strengths.

Top Search Engines

The three largest search engine network operators are Google AdWords, Yahoo Search Marketing and Microsoft adCenter. Together, they represent approximately 90% of the US online search market.

Successful PPC Campaigns

Corporate Pages will work with your company to build a results-oriented PPC campaign. Together we develop a campaign that is right for your business by focusing on several key program elements.

Establishing and Monitoring Your PPC Campaign Budget

There is no 'right' amount to budget for PPC campaigns; it depends on your company’s marketing goals and other factors unique to your situation. PPC campaign budgets must be tracked and adjusted over time.

Tracking Conversions, Not Just Clicks

To stay on budget, it is important to track conversions. The major search engines each provide conversion tracking as part of their service. In addition, Google Analytics, a free tracking system, can also be used to measure conversions from all PPC sources.

Targeting Niche Keywords

While many businesses bid on the broad keyword terms, the cost-per-click can be quite high. And the chances of a conversion, even if someone clicks on your ad, are lower. Focus instead on narrow, focused keywords. These terms will not only cost less, but potential customers who use them will be far more likely to buy.

Writing Good Ads

Most PPC advertising requires that you write very short descriptive ads promoting your products or services. Don't underestimate the importance of these ads – you want them to resonate with your target audience.

Targeting the Top Three Ad Spots

It is not always necessary to bid for the number-one ad spot. A top-three ad position will put you 'above the fold' in most web browsers where potential customers will see you the moment they search. Experience has shown that the top three spots on any given search engine results page generate similar click through rates.

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