The Small Business Owners Guide to Pay Per Click (PPC) Advertising Using Google Adwords


With traffic from pay per click advertising you just pay, and you get traffic .. it’s that simple. Of course the more competitive your marketplace the more you will have to pay.

You can start getting PPC  (Pay Per Click) traffic in as little as 15 minutes and you stop it instantly.

PPC (Pay Per Click)  is ideal for

  • Getting traffic while waiting for free search engine traffic
  • Getting traffic for testing
  • Getting traffic to mini websites
  • Getting traffic for hard to list Keywords

PPC advertising is also commonly known as paid search involves you bidding for a space on the Search results Page (SERP) of the search engines.

All three major search engines provide two types of listing- organic and paid.

The listings vary slightly from search engine to search engine but you usually find the SERPS (search engine results page) divided as shown below:

Serps Page showing organic and paid listings schematic

 

And here is how it appears on Google: Google Serps showing Paid and organic listings

 

Targeted Advertising

All of the Major PPC providers provide targeted advertising based on the searchers search keywords. If you look at the screen shot above the search term was seo consultant and all the ads relate to that search phrase.

 They also increasing provide more sophisticated targeting mechanisms like:

  • Country
  • State or city
  • Time of day, day of week
  • demographic

Which PPC System?

There are three main providers of PPC (pay per click) advertising services just as there are three main search engines, and they are:
  • Google Adwords
  • Yahoo Publisher
  • Microsoft Adcenter

Google Adwords are easier to use then the other PPC systems and are my preferred choice.  A professionally managed PPC campaign will usually target all three, but for a small business owner going it alone it is usually wise to only use one, and then you should Google Adwords .

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