Pay Per Click Trends For Small Businesses


Pay per click (PPC), which can also be termed cost per click, is a type of online small business marketing, in which advertisers pay a sum, each time an advertisement on their business is clicked. Every time such an advert is clicked, directing a visitor to your webpage/site, a fee is paid to the host search engine. A well constructed and structured pay per click advert campaign, has the potential to draw needed traffic and business, such that the earnings accrued from the drive, will overshadow whatever costs are incurred from the small business pay per click campaign.

The history of Pay per click advertising is a bit vague, with a number of websites claiming to have started the model for internet marketing plan. However historians credit Planet Oasis, a web directory for evolving the first known documented PPC model, sometime in 1996.

Small Business PPC Advertising

PPC advertising has been purposed to determine the effectiveness in cost, as well as the earning potential of online businesses, engaged in internet marketing. It also serves as a tool in gauging the the reach and scope of any online advertising campaign, in terms of attention and interest. It can be expressed   mathematically as:

Pay-per-click (usually domiciled in US dollars)= Advertising costs( $) / Adverts clicked.

Small businesses, looking to boost their bottom lines and penetrate into new market segments, will find PPC campaign model, an invaluable companion, in this regard.

The following reasons have been adduced, for small business to embrace the pay per click management, in boosting their transactions:

Small businesses garner higher visibility:  A lot of traffic is generated, when searches different sites and web portals. Such visits usually entail customers looking for goods and services to buy.
Also, a lot of people do mind being advertised too, so long as the advert campaigns features goods/services that they need/want. Pay per click models of advertising bring seller of product/service into contact with potential buyer, hence increasing the probability of a sale or deal being sealed

Small businesses can work with user preferences: Small businesses can use the nature and complexion of online queries for goods and services, to determine the shape, the structure and complexity of their product offerings or service. Such information from customers can also be used to gauge product acceptability and performance, with a view to improving on areas that are harped upon.

As a consequence, small businesses can achieve the following:

Grow their customer pool: Pay per click advertising companies can quickly point small businesses in the direction of their target markets, and if they can cost-effectively provide what is demanded, they are sure of gaining and retaining a growing band of customers.

Secure marketing follow-ups at low cost: Small businesses can leverage on the reach and scope of pay per click marketing models, to keep a tab on present and future inquiries, at little cost. This is so, because the mechanism employed by every PPC agency, which use keywords and phrases, can draw visitors to your site, which might result in a sale or transaction.

As a consequence, small businesses need to be abreast of the current trends in the pay per click marketing model, in order to fully maximize the gains therein. The major plank of this trend is having a robust knowledge of Keyword research for pay per click advertising.

Keyword research for Pay Per Click sites can be time-consuming, but its importance cannot be over-emphasized. The entire PPC campaign of any small business is built around keywords and the most rewarding adverts on PPC campaigns are built on growing and enriching the keywords on their pay per click schedule.

In order words, the small business must seek, obtain and utilize hundreds, even thousands of relevant, invaluable words that would ensure the continuous stream of traffic to their website.

Following from the above, a result –oriented small business PPC keyword list must possess the following characteristics:

Relevance- The small business must find and employ words, phrases and captions that totally capture the essence of any goods/service that is being offered to the market.

Exhaustive- The keyword list must create a pool of probable and possible words, which may be employed to drive traffic to the website of the small business. Such words can be broken down to frequently used words and tail-end words.

Expansive- The PPC management is iterative in nature, therefore the keyword list of a small business will need to create room for their advert campaign  to undergo refinement and expansion, in order to better respond to a constantly changing and growing market demand.

Google Adwords

Google AdWords is the foremost PPC advertising system globally. The AdWords platform permits small businesses to produce adverts that appear on Google’s search engine and other Google online platforms. AdWords PPC advertising run on a pay-per-click model, in which users, in this case small business marketers, bid to buy keywords and make a payment for each click on their advertisements.

Every time a search is commenced, Google digs into the pool of AdWords advertisers and selects entries to appear in the premium advert space on its search results listings. Successful entrants are chosen based on a mix of factors which includes the quality and relevance of their keywords and advert campaigns, as well as the scope and depth of their small business marketing PPC keyword bids.

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