Pay Per Click (PPC) advertising is a very simple concept. It is about producing sales leads. Instead of utilizing advertising dollars to annoy people that have no need of your products or are just not interested. You concentrate on people that are looking for you or the type of products or services you offer to be more precise, inbound marketing vs. direct marketing. PPC advertising is quickly becoming the advertising choice for small business owners.
Why is it so attractive to small business owners? Well, it's affordability!!!
Imagine advertising on the television and not having to pay for that advertising unless a potential customer sees the advertising and actually picks up the phone and calls your business or even better, they get in their vehicle and actually drive to your store. Well, that is exactly what you get with Pay Per Click (PPC) advertising. You don't have to pay for the ad until someone actually clicks on the ad or with some PPC programs you are also charged for a certain number of impressions (views), usually after about thousand views you are charged a small fee. With PPC you actually set the price of how much you are willing to pay and then your account is deducted each time your ad is clicked. There is no set price, it is determined by the competition for that particular keyword and several other factors calculated by the PPC provider you are advertising with (Google Adwords, Microsoft Adcenter, and Yahoo). However, compare the cost of this service with that of a billboard or television and radio. Quite a large savings in cost. PPC may be a cost effective alternative to other traditional forms of advertising, however, it can still be a very expensive investment if not managed carefully. In general, the budget for PPC search engine advertising may be a $100 to $100,000 depending on the number of keywords used. These prices can increase easily as more and more sites bid for the same keyword.
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