Pay Per Click

The last time I did a talk on Pay-per-Click (PPC) I probably did not talk as clear as I should have and for the first few minutes a small audience had the look of deer in the headlights. I ask them if they had questions and they said they did not understand why I was talking about "paper clips".

This is typical as many business owners are not even aware of the potential of a well developed Pay-per-Click program or even what it is called.

Here is how the process works:

• Market Pipeline creates your ads
  We help you create ads and choose keywords, which are words or phrases related to your business.
• Your ads appear on Google or other search engines
  When people search on Google using one of your keywords, your ad may appear next to the search results. Now you're advertising to an audience that's already interested in you.
• You attract customers
  People can simply click your ad that directs the Web user to the exact page you want them to read.

This outline is a little oversimplified but those are the basics. The process must start with a clear understanding of your product segments, your market segments, a well designed plan and most importantly a way to measure the effectiveness of your Pay-per-Click campaign. If these elements are not part of this process you are throwing your money away.

In general, all of Market Pipeline's services outlined above are to be all-inclusive. Typically, like purchasing an automobile, it is much less expensive to buy a new car than to buy all the parts and assemble it yourself...so it is with good quality search engine marketing services.

It is Market Pipelines' goal to eventually improve organic search or search engine optimization so that pay-per-click is not necessary. However, until we work consistently with a client and are able to achieve a heavy reliance on "organic" search, pay-per-click is a terrific way to test specific keyword phases and description ads. From the valuable data gathered from the PPC campaigns we can improve the organic results of our client's search engine marketing campaigns.

Do not misunderstand; PPC can be a valuable advertising media if used correctly. Using PPC can also be a terrific way to drive focused traffic to your Web site for specific products or seasonal promotions. For example, let's say that a large distributor wants to get rid of his excess inventory of snow blowers after a mild winter. Running an aggressive PPC campaign for two to three weeks in the spring to drive traffic to his Web site could eliminate his inventory headache.

Again, it is Market Pipeline's goal to use PPC carefully and to be agile with our client's PPC campaigns (i.e. their money) so to maximize return on investment. However, long term, we would like our clients to be more dependent on "organic" or free placement with the major search engines.

Register for our Executive Briefing to find out more....