Pay-Per-Click Offers High Website Visibility
by Pamela Wood

Just as the name implies, a pay-per-click (PPC), advertising campaign is paid for one click at a time. A website owner pays a fee each time a Web searcher clicks on a PPC search engine ad, such as those found in the right hand column on Google. These fees are forwarded directly to the search engine companies, and the per click cost can vary from a low of a few cents for a business that doesn’t require a highly competitive ad slot, to a recently reported and stratospheric $67.00 per click for a Chicago law firm’s Google ad.

$67.00 each time someone is directed to a law firm’s website? Whether the clicker becomes a paying client or not? Yes. When successful law firm grosses over $200 million dollars annually, its PPC fees are inconsequential in light of the high return on investment (ROI), the Google ad provides.

Bidding Wars & ROI

As discussed above, an eye catching, page one Google ad can result in a dramatic increase in business profits, and individual businesses within highly competitive industries must be the high bidder to purchase the more coveted advertising slots. When two law firms get into a bidding war, before you know it, somebody’s paying $67.00 per click, though, again, when you factor in the actual return on that Google ad - the PPC campaign isn’t costing the firm anything, they are actually earning many times more then their dollars invested!

What Are the Pros of A PPC Campaign?

• Instant gratification: Once you pay your upfront fee, your ad appears almost immediately thereafter.
• Reliability and consistency: As long as you pay your fees, your ad can retains its top billing
• You can compete with much larger and aggressive businesses - as long as you can afford the PPC fee.

What Are the Cons of A PPC Campaign?

• Pay-per-click campaigns require a significant output of cash flow.
• Organic website optimization strategies can take weeks or months to take root, but once they do they are in direct competition with a very limited number of Top PPC advertising spots.

For many businesses that wish to achieve a rapid and prominent presence on the internet, a PPC marketing strategy offers a strong appeal. We all know that more traffic should equal more sales and an improved bottom line. So, talk to us to learn more about this stimulating approach to dramatically increase the traffic flow to your website.

Wishing you continued success and meaningful work!

Pamela Wood
President
Essential Services Inc.
651.342.4000

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