Why Pay Per Click?
1. Pay Per Click reaches your target buyer at the perfect
point in time.
Most advertising is “interruption based” –
it inserts itself in front of you as you’re going about
your daily life, whether that’s watching a television
program, driving in traffic or waiting on hold for customer
support. It’s somewhat effective certainly, but it’s
limited, because the people who see these ads are preoccupied
with other things.
Pay Per Click advertisements on the other hand, are delivered
at the precise moment that a prospect is looking for information,
and in perfect alignment with the search topic in question.
Add in the fact that Pay Per Click ads are highly targetable
(by keyword, geography, language, etc.), precisely measurable
and relatively inexpensive, and you couldn’t ask for
a better lead generation tool for small and midsize businesses.
2. Pay Per Click is exploding in popularity. It needs to
be part of your lead generation strategy.
With every passing day, more of your customers and prospective
customers are using the Internet to find what they want. A
2004 Enquiro survey found that 93.4% of respondents use the
internet to research B2B purchase decisions. Of these, 63.9%
said that search engines are the first place they turn to.
Today, if you’re not generating leads via Pay Per
Click, you are missing out on a significant percentage of
new opportunities in your markets.
…But Pay Per Click is hard to do on your own.
The fact is, anyone can set up a Pay Per Click campaign on Google,
Yahoo, or any of a dozen other search engines. But doing it
well isn’t easy.
First, because the rules are constantly changing. Although
on the surface Pay Per Click appears to be simply an auction
for search terms among competing advertisers, in practice
there’s a lot more going on. The algorithms and rules
used by the search engines to determine which ads come out
on top are constantly evolving, so setting Pay Per Click up
once is only the beginning. Success requires constant vigilance.
Second, because it’s highly competitive. Hundreds
of advertisers compete for the top positions among the most
popular keywords. Getting near the top within the constraints
of your budget isn’t easy.
Finally, because getting prospects to click is only the
first step in generating leads for your business. Creating
a Keyword Flow
that takes searchers from click to web site landing page to
qualified lead is complex. Part art (copywriting, ad design,
landing page design, etc.) and part science (keyword identification,
bid management, budget optimization, etc.), an effective Pay
Per Click program requires a focus and expertise that few
companies have on the inside.
Taken together, establishing and managing a Pay Per Click
program that consistently delivers the leads you need requires
experience, expertise and ongoing attention.
Contact us today to learn how
we can get you started
P.S. Still have questions about PPC? Click here for our free
PPC FAQ.
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