Advertising can be very challenging for small businesses that need to stay on a budget. Luckily there are many cost-effective ways that small businesses can advertise online. Pay per click advertising, also known as PPC advertising, is one of the most effective ways that a small business can get effective advertising at the lowest possible prices.
What is Pay Per Click Advertising?
Pay per click advertising is a form of advertising that allows the company to only pay for ads that are truly effective. With pay per click advertising the company can create a sequence of ads that will run on an advertising network. These ads can be pure text, graphics or sometimes even video. The ads will pop up on other websites within the advertising network and sometimes on search engine pages as well. Every time an ad is served it will be called an impression and every time it is clicked on will be called a hit or click. The company only needs to pay for the hits or clicks which means that they only have to pay when a visitor actually looks at the website.
How is Pay Per Click Advertising Different?
Other advertising methods require that the business pay regardless of whether the ad is successful. Advertising in print media can be extremely expensive and there is no guarantee that anyone will respond favorably to it. Paying for advertising on a website without using a pay per click model can result in an ad being seen many thousands of times but no one ever actually taking an interest on it. This can be as good as a company throwing away their marketing budget.
Who Offers Pay Per Click Advertising?
Pay per click advertising is offered through many advertising networks, the most popular of which being Google, Bing and Yahoo. All three of these networks will allow companies to insert ads on their pay per click advertising network. These advertising networks allow flexible spending which means that the company can set the amount of money that they want to spend and the ads will be run only up until the budget is met. The budget will also be distributed evenly over a month’s time so that the advertising budget isn’t depleted within the first day.
How Can You Tell if Pay Per Click Advertising is Effective?
One way to tell if an advertisement is being effective is to measure the ratio of hits per impressions. If there are very few hits per impression this can mean that either the ad itself is not suitable or that the ad is popping up on pages that are not relevant. Another way is to analyze the amount of hits in regards tothe amount of sales. If hits have increased significantly but sales revenue has not then the advertising itself is being effective but the website isn’t selling the product as well as it should. Businesses can run multiple sets of ads and campaigns to see which are the most effective.
There are many online advertising agencies that specialize in pay per click advertising and search engine optimization. Small businesses can benefit from investing in these marketing opportunities early to build their client base up immediately. Online advertising agencies tend to be both skilled and inexpensive and it can be worthwhile to consult with one before taking action.