If your web site isn’t capturing the attention of the millions of consumers who buy from search results each year, then your competitors are. It’s this need to see and be seen that leads many to choose pay per click as their internet visibility method of choice. Also known as paid search and sponsored listings, pay per click advertising regularly delivers outstanding ROI to companies of all shapes and sizes.

Reason 1: Pay per click adverts are the ideal choice for a quick hit of web presence. A complete advertising campaign with the likes of Google AdWords, Yahoo! Panama and MSN adCenter takes just minutes to set up. In fact, Google claims that it’s possible to have your PPC adverts appearing alongside organic search results as little as fifteen minutes after signing up.

Reason 2: Opting for pay per click rather than other forms of search marketing means that costs can be strictly controlled. As the name suggest, you pay a small sum each time an internet user clicks on your advert and is transported to your web site. However, the amount that you pay and the amount you are prepared to spend each day on click throughs can be as little or as much as you want. Unlike traditional offline mediums or some forms of online display advertising that incur a flat monthly fee, paying only when the advert is clicked on and enjoying the freedom to set both maximum bids and daily budgets stops costs spiralling out of control.

Reason 3 : Cost control extends beyond capping advertising spend as control features such as the power to activate adverts, pause ad groups and stop advertising for certain keywords also means expenditure can be halted or lowered if necessary. If necessary, the entire campaign can be paused and then reactivated at a later date. This is idea for times when cash flow is tight or, when demand outstrips supply and the advertiser is in the happy position of being unable to cope with the quantity of sales leads.

Reason 4 : A fourth big selling point of pay per click advertising is undoubtedly the power to access relevant traffic and target niche markets. Advert targeting features on all of the main PPC platforms offer powerful audience segmentation techniques. This means that adverts show to only the most relevant sectors of the internet population. Adverts can be targeted according to criteria such as geographical region, age, gender, time of day and day of the week.

pay per click
search engine optimisation