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Give Your Business A Jolt with Pay-Per-Click

By Jacqueline McKnelly Download Presentation

"Jolt" - A Sudden Group of New Customers

Group of Happy people

Give your business a jolt with pay-per-click. When I say, “Jolt”, I mean a sudden group of new customers. Let’s talk about what is Pay-Per-Click or PPC.

What is Pay-Per-Click?

What is Pay-Per-Click? The definition is it’s an internet advertising model, in which advertisers pay only when their ad is clicked. Let me show you …

When you do a search on Google, you’ll see a result page like this. At the top of the page, and on the right side of the page are your pay-per-click ads. It usually says “Sponsored Ads” or “Sponsored Result” next to it.

Google Sponsored Ads Screen Shot

Short little ads appear that contain a website address. When you click on one of them, it takes you to their website.

Typical Pay-Per-Click Ad

Here is a close-up look at an ad. This is a typical pay-per-click ad. Short and Sweet. A couple lines of text, and the website address at the bottom. The beauty of this business model is that you are only charged if someone clicks on your ad. If the ad just sits there, and no one clicks, you are not charged a penny. Think of all the other ways you advertise. Mailers, flyers, magazines, newspapers, billboards, radio, TV. You have to pay whether or not people see, or respond to your advertisement.

Advantages to Pay-Per-Click

So, here are the advantages to PPC.

With pay-per-click, you only pay if people respond to your ad, and go to your website..
You control where the ad is shown. You can set up parameters of what individual cities you wish to target. Let me give you an example: We have a client who’s drapery business wasn’t doing so well. She had us run a Pay-Per-Click ad campaign for her. We determined that we needed to focus on communities in Los Angeles that were not too far away from her store, and were areas that probably had more disposable income to spend on custom draperies. Kevin found the data on those communities, and entered them into her campaign. Within 5 days she had three major clients – one was a celebrity, and she expects to get a lot more referrals from that client.
The third advantage is that you control how often the ad is shown. People click all the time on ads, but sometimes it is better to target certain days of the week at particular times. For instance, we determined that it would be better if the ad were run more often over the weekend, when people have more time and inclination to contact her for her services. This proved to true.
You get to determine where in the those areas you want your ad to appear. It should be noted that first of all, you are on page #1 of that search. Can’t seem to get your website on page one of the searches you want? Problem solved. The amount you pay per click is determined by you. If you pay more, you go higher up the page. You want to be #1? You can be #1. Don’t want to pay that much per click? Pay a little less, and you’ll slide down the page. Remember, you aren’t charged unless someone clicks on your ad. So if you are the eighth one on the page, and people are still clicking, who cares?
Finally, you get fast results. After an ad campaign is set up, and I push a button, your ad lite rally ap pears within seconds on the searches you we have selected. This is much faster than traditional search engine optimization which usually takes months to move your website up the search results. Kevin always calls his clients before hitting that button to make sure that they’re ready to answer their phone or e-mails that might come in any minute. You never know how quick it can happen.