I often talk to clients about their website needs and many times the discussion turns to Pay Per Click Advertising. I offer the service of setting up and managing Google AdWords Pay Per Click Accounts but I never try to sell the service to a client unless I really think it can help them. More often than not it turns out that it can help.
One type of business that Pay Per Click Advertising is well suited for is a business that has a nationwide or worldwide market and also has a somewhat specific product or service. Examples include: a business that manufactures and sells water filters for irrigation systems for lake property that can be mailed to customers; a business that provides seminars and training presentations for helping schools be more efficient with various tasks, organization, and community work; and a business that provides an online service for car dealers enabling them to enter their cars online. All of these businesses can serve a nationwide market and are somewhat unique.
Businesses that serve only a local market would certainly have fewer potential pay per click customers coming to their website, however, pay per click can still be a good option for them. Think of a local plumber or electrician. Certainly they are servicing a very local market. You might think that pay per click advertising may not be a big benefit for them because there would not be as much traffic coming in because the geographical area that your Ads will show must be limited to the local market. However, even though the traffic your Ads bring would be much lighter remember that you only pay for traffic that comes in when someone is interested in your business and clicks your Ad. So pay per click advertising may still be a useful advertising tool for a local business. One customer per week or per month that your pay per click Ad brings in is still better than none!
Businesses that serve a very local market should take advantage of the free exposure they can get through Google maps (Google places), Yahoo local, Bing local, and other local online promotion opportunities. They should also make sure their website shows up in natural search results that are locally targeted. After that is established a pay per click advertising campaign should certainly be considered.
Another consideration that must be made when considering pay per click advertising is the cost to income ratio. The more income you make per customer the more you can spend on getting that one customer. For example, if your income from one successful sale is $10 but you paid 50 cents for each click and it took 20 clicks to get that one sale then you have broken even (.50 X 20 = $10 cost). In this case you can only afford to 20 clicks before you are losing money! Of course you may have other costs as well such as postage, packaging, and time spent that must be included in the calculation. If your product or service brings in a large amount of income for a single customer the benefits of pay per click advertising can be huge.
Certified Google AdWords professional and internet marketer. http://www.onlinemarketblog.com
Article Source: http://EzineArticles.com/?expert=Jeffrey_Meland
