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How To Decide If PPC
Advertising Is For You

Using Pay Per Click
Pay per click advertising is a
cost-effective internet
marketing strategy that you
can use to reach your market,
control your message, and
generate quick, measurable
results.
PPC advertising may not be
appropriate for every
business. Your decision to
take advantage of the
strategy is heavily dependent
on your marketing goals.

Timeframe To Generate Traffic
PPC allows you to reach
your market immediately.
Generate traffic within
hours of launching your
campaign.
While your website
gradually moves up the
organic listings, your pay per
click ads can be displayed in
front of your target audience
instantly.

Expanding Your Reach
There are many websites
that attract tens of
thousands of visitors
each day.
Pay per click advertising
lets you expand your
reach far beyond the
search engines.

Refining Your Reach
If your business targets a specific audience,
you'll find unique value in using PPC to reach
them.
Google Adwords, Yahoo! Search Marketing,
and Microsoft adCenter provide advertisers
with an assortment of sophisticated tools that
let you refine your reach.
If your business serves a local market, you can
choose to have your ads displayed only to those
who live within a defined geographical region.
PPC costs are kept down while targeting those
who are most likely to convert.

Making Your Budget Accountable
With PPC advertising,
you can establish a
budget, monitor your ad
spend, and track your
conversions easily.
Quickly identify whether
your pay per click
campaign is generating a
positive return or not.

Testing The Effectiveness Of
Your Copy
PPC allows you to test the
effectiveness of your website copy
upfront.
Your ads can direct a targeted
audience to landing pages that have
been modified to improve your
conversion rate.
When your site begins to enjoy
organic traffic from your SEO
campaign, visitors will be sent to
pages on which the copy has been
proven to generate sales or leads.

Outflanking Your Competitors
There will be times when one
of your competitors controls
the top organic rankings for
specific keywords. If you want
exposure for those keywords,
PPC may be the most logical
route.
You can launch a campaign, set
your bids, and enjoy top paid
rankings within minutes. Pay
per click advertising can help
you outrank your competitors.

Controlling Your Message
Control your branding and
marketing message. You're able to
dictate the copy you use within your
ads.
Send targeted traffic to pages that
have been optimized for conversions.
It's more difficult to do this with an
SEO campaign. Your listing within
the organic rankings is largely
controlled by the search engines.
Pay per click advertising solves
organic ranking problems by letting
you retain tight control of your
message.

Blending SEO And PPC
PPC represents one of the most
effective methods for positioning your
website in front of your audience. It
can generate near-instant traffic while
letting you control your message. Most
importantly, your results can be
measured to help you identify whether
your campaign is profitable.
While your SEO campaign builds
momentum, your PPC campaigns
drives immediately traffic. Eventually,
as your pages begin ranking
organically, you'll enjoy more search
engine real estate. That exposure can
be invaluable for your company.