Market Your Business

Pay Per Click Advertising

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Category: Market Your Business , Advertising With Pay Per Click

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PROBLEM: You want to market your products or services on the Internet where interested people will see them.

SOLUTION: Use Search Engine Marketing!

There are a lot of different ways to get your message out there, like radio, television, print ads and billboards. But with the evolution of the Internet, a new opportunity has arisen. Using something called search engine marketing, companies can place their ads in front of a much larger and more targeted audience.

Let's use Bensel's Pencils to demonstrate how it works. If Bensel's runs a traditional print ad in the back of a magazine for pen and pencil aficionados, that ad will be seen by a lot of people. Unfortunately, not all of those people are in the market to buy. Some are collectors, some are sellers and some just picked up the wrong magazine. But with search engine marketing, Bensel's can narrow down their audience and get in front of people who are more likely to buy. To do this, Bensel's chooses relevant keywords associated with their business, then pays search engines to put a Bensel's ad in the margins of the results pages anytime somebody searches for one of those keywords.

For example, if they've chosen the keywords "exotic pencils," Bensel's ad will appear in the margins of the results page when someone does a search for those two words. Bensel's only has to pay for the ad if someone actually clicks on it, which is why search engine marketing is sometimes referred to as "pay-per-click" advertising.

There are a lot of things that can make search engine marketing more effective, which is why it often pays to use a company that specializes in it. Search engine marketing experts can help you select more targeted keywords that will make your ad placement more effective. They can also give you advice about how to adjust your keywords to attract different types of customers.

For example, if Bensel's chooses the keyword "pencil," their ad may be seen by back-to-school shoppers, people who like the color yellow or even crossword aficionados. But by adding the keyword "mahogany," they can narrow their target down to a more discerning audience.

Search engine marketing helps you get clicks on your ads, but that's not enough. You want to make sure you are attracting clicks from customers who will take action. Search engine marketing experts can help you track your results to see how many people have clicked on your ad, how much you're spending to reach those people, and whether it's time to use new keywords to get better results.

Let's review. When you use search engine marketing, you choose keywords that best represent your business. Every time someone searches for one of those keywords, your ad appears in the margin of the results page. You pay only when someone clicks on your ad and lands on your Web site.

Using a company that specializes in search engine marketing to guide you can yield better results and accountability for how your money is spent.

Problem solved.