PPC, or Pay Per Click, is an advertising model used on the internet. If you own a website, and allow a company ad on your site, the company will pay you a preset amount of money each time someone clicks on the ad. On the other end, you can make agreements with owners of websites to place an ad for your business. If you receive clicks on your ad, you pay the owner of the website which hosted your ad. Either way, you can end up making money. But, is it a good idea for a small business, with an unknown brand?
Choose Your Term
To get started with PPC, you select a term that you think people will search. For instance, if you run a roofing company in Austin, you might select “Austin roofers” or “roofing contractors in Austin”. Then, you can get Google to put an advertisement on their site so that anyone who type in that key phrase or keyword will automatically see your business listed right there. If they click on the link, you pay Google for the advertisement. If no one clicks, you don’t pay anything. However, your ad will be removed after a period of time, if it doesn’t get any traffic.
I’ve dealt with a lot of small businesses such as youronlinept.co.uk, and the first thing the want to know is if AdWords would do their business any good. The great thing about Google AdWords is that you can select the IP addresses to which your ads will go. Small companies are often local companies, so your roofing company in Austin doesn’t need to advertise in San Francisco. So, you select IP addresses for the area you will serve. This is one way to limit the number of accidental click-throughs.
Another benefit for the small business is that the most highly trafficked keywords on a national basis are often more available on a local basis. For instance, the Austin roofer may have a lot of competition for “roofers in Austin”, but “Wimberly roofers”, “Lockhart roofer”, etc. may be totally unclaimed. This can make your AdWords quite profitable, as people in those areas need roofers, too.
Another reason to consider an AdWords account is the crack-down on SEO. It seems that anything of any benefit within SEO is bound to get penalised sooner or later. The latest algorithm from Google has virtually eliminated many of the black hat operations that manipulated SEO. While SEO is still important, Pay per click advertising is even more influential in getting the brower’s attention.
In addition, Google will let you know which keywords lead people to your ad. That helps you decide which keywords to bid on next time. And, remember, you don’t pay for any of these services until someone actually clicks on your ad!
As a small business owner, you need to keep an eye on your advertising budget. PPC advertising is a great way to do so, whether you do it through Google AdWords or not. You only pay if you get a customer – how safe is that?