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Pay Per Click Advertising 101

Andrew Gregory
Author
Advertising
Category
Nov 22, 2016
Date

Summary / TL;DR

Paid search advertising is a tried and true way of getting more people to your website. It is accessible to small business but don't forget that campaigns cost and quality can be improved with ongoing optimization.

Is PPC advertising out of reach of small businesses? No.

Is it for everyone? No.

Should it be considered and tested? Yes.

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Author's Note: Bing Ads is now Microsoft Ads as of April 29, 2019.

How does it work?

  1. You choose a keyword

  2. You choose the amount you are willing to pay for one click on your ad

  3. You create an ad

  4. You turn the campaign on

  5. A person searching for the keyword sees your ad and clicks the link

  6. This person is now on your website

  7. You pay Google or Bing for this "click"

That's it.

Ready to get started? Here are a few common questions.

How much does it cost?

The typical cost for a "click" (a person visiting your website) is $0.50 - $5.00. However, costs will vary greatly depending on the competition for that specific keyword.

You have complete control over how much to spend in total each month. However, we recommend a minimum monthly budget of $250 in advertising spend in order to bring in enough traffic to begin analyzing how well the campaign is working.

How long do you have to commit to it?

We recommend a 3-6 month trial. This will give a good picture of the opportunity available. However, there is no official long-term commitment required. Google and Bing advertising can be stopped at any time.

What are the benefits of this type of advertising?

  • No long-term commitment.

  • Budget may be adjusted at any time.

  • You only pay when people actually arrive at your website.

  • You can target visitors based what they are looking for at that specific time.

Summary

Pay Per Click (PPC) Advertising is a tried and true way of getting more people to your website. It is accessible to small business because of the low budget and short-term agreements. However, don't forget that campaigns cost and quality can be improved with ongoing optimization.

Is PPC advertising out of reach of small businesses? No.

Is it for everyone? No.

Should it be considered and tested? Yes.

Andrew Gregory
Author Name
Andrew Gregory / COO & Founder
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https://www.claritysquared.com/articles/pay-per-click-advertising-101

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