Paying a website for each visitor they send you, known as Pay-Per-Click (PPC) advertising, can be very effective marketing.  Your advertisement is displayed on a host page such as Google, a visitor clicks on your ad, the ad brings them to your website, and you pay the host website a few cents in thanks.

However, there is more to an effective PPC campaign then setting keywords and paying the ad host.  That’s not to say you can’t do it or even figure it out, but if you don’t have the time to invest in the campaign and measure the results, you might consider hiring a pro.

But how do you know if PPC advertising is right for you?

The first thing to think about is whether your product or service generate enough search volume to warrant Pay-Per-Clicks.  If you have a very niche market like “Paper Mache Potted Plants”, you might want to take a closer look at how many people are searching for your product or a variation of it.  A nice tool to find out is the Google Adwords Keyword Tool.

Then do a Google Search for your keywords to see if anyone else shows up in the sponsored results section at the top and right panel of the results.  Usually, the presence of others indicates a high enough search volume to make a PPC campaign worthwhile.

If you’re less of a reactive marketer and tend to be more proactive, don’t worry about whether or not the competition is using PPC, think about other keywords that might draw qualified traffic instead.   “Potted plants” or “plant art” are likely to garner a higher search volume for example.

Next, determine if you can afford your keywords.  Use the Google Adwords Traffic Estimator to figure what you might expect to spend per click.  If you can’t afford the monthly budget needed to run a successful campaign, don’t even attempt a half-baked one. That’s a good way to lose what little budget you commit to it.

When you begin a Pay-Per-Click campaign, you’ll need to have the resources to develop relevant landing pages for your ads.  Landing pages are the pages on your website to which your PPC ads link.  These should be very specific to your ad, should tell you customer what you want them to do and enable them to contact you.  If you are running multiple campaigns, very often you will need multiple landing pages.

The next question to ask before running a PPC campaign – will you test different aspects of your campaign and will you measure the results?  Simply because you think your ad is the most compelling doesn’t mean your customer does.  Which are generating the most clicks?  If one is generating more clicks than the other, are they high quality clicks (low bounce rate, decent time on site, conversions etc…)?  Even the most seasoned marketers test their ads to see what delivers the best results.

And if you’re not measuring your Return of Investment (ROI), why bother?  You need to be able to determine your conversion rate, the amount you’ve paid to get those conversions and difference to determine your return.  If you’re paying a lot for a few if any conversions, you’re doing something wrong.  Remember PPC is about generating sales or leads, not just website traffic.

Now you’re primed to decide if Pay-Per-Click advertising is right for you.  There are many resources on the internet that offer advice on running successful Pay-Per-Click advertising and there are many other PPC platforms than Google.  You have to determine what works best for you, then test and measure the results.

If you need help with your PPC campaign, contact us and we’ll help you determine what works best for you.

Don’t forget to subscribe to our blog – it’s free and you can keep up-to-date with more Internet Marketing techniques for your business.

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The week had been pretty rushed, but I needed a haircut and had fourteen dollars in cash.  I didn’t remember how much my regular barber charged and I was reasonably certain that $14 wouldn’t cover it.  I also wasn’t sure my barber accepted credit.

So I did what many would do, I turned to my dear friend Google.  After a few minutes searching, I realized my barber didn’t have a website offering the information I was looking for.  Because I was in a hurry, I didn’t have time to:

• Drive across town to find out he didn’t accept credit;
• Find out he was booked;
• Stop at the ATM;
• Open up the phone book

Ultimately, I ended up choosing a barber closer to me with a website listing a phone number and accepted forms of payment that I found in my search results.

If you don’t have a website, rest assured that this has happened to you. That is why I was compelled to come up with the following list on why EVERY small business needs a website:

1. Your Competitor Has One

This is one of the biggest reasons to have a web presence. Without one you’re actually giving customers to your competitor. Even if your site doesn’t have all the bells and whistles, simply having a website is a huge advantage. By not having a website, you alienate every potential customer that uses a search engine to find local business. If you’ve never heard of it, learn about Research Online, Buy Offline (ROBO). This is hot among consumers as more and more people learn the power of the internet.

2. Remain Accessible – Your Website Is “Open” 24/7, Even When Your Business Isn’t

Wouldn’t it be great to staff your business with someone that could answer the questions of potential customers 24 hours a day? You can’t afford to hire a person, but you can afford a website. Just because your hours are 9-5 doesn’t mean anyone that might want to buy from you is on the same schedule. Give your customer the ability to learn about you anytime they want. Last week I uploaded a business card design and ordered prints at 1am. Were you open? Neither was my favorite office supply store, but their website was.

3. Make Sharing Information With Your Customer Easy

With a website, all a customer has to do is come to your page and get information about you. Hours of operation, location and accepted forms of payment are obvious items to include, but what about a list of all the services you provide? I was surprised to learn my (new) barber also offered spa therapy tailored to men. Guess where I found out about it?

4. Remain Competitive

The majority of consumers expect companies with which they do business to have a web presence. Not having a small business web presence gives the impression that you’ve not yet arrived or are not competitive within your market. Current customers may wonder why you don’t have a website for your small business, new customers may never find out you have a small business. Get a website and let your customers new and old know that you are a major player in your industry.

5. Sell your Products

Obvious. Show off your products and give customers information about them that their looking for. Garner their interest and you will be the go-to site for information regarding your type of product or service. A website is an all day, all night salesman. Put it to work for you.

6. Be Found

Another obvious advantage. My (old) barber is in a hole in the wall in a very low traffic area. I was typically the youngest customer in the shop. NO ONE knows about him except the old fellas that have been around for a while. I wonder how they found him. I started going to him when I lived a block away – I would have never found him otherwise. Believe me, you don’t want your neighbors as your only customers when you could have so many more.

7. Offer Coupons or Specials

This is a great way to develop customers online and off. When someone looking for your service finds your page, a coupon may be what draws them to you instead of your competitor. Also, tell your current customers about your website and let them know to check out the site for deals and coupons. Reward current customers while incentivizing new ones. Does it get any better than that?

8. Provide Pictures / Descriptions of Products or Services

We humans love graphics and pictures. Show off some of your employees in action providing the product or service your customer buys. Display some of your previous work or pictures of the shop. We love this!

9. Make it Easy for Others to Promote Your Business

We humans also love feeling like we are a part of something. A website makes it easy for your customer to tell other people about you or better yet, link to you from their website. What’s more, a website is easier to remember than a phone number if your customer passes you on. What’s more than that is it’s often easier for a consumer to visit your website than it is to have them call you.

10. Expand Your Market

When you have a website, your market it limitless. No longer will you rely on foot traffic or the phone book. Your small business is open to the world when you open your virtual door.

I can think of many reasons why your small business should have a web presence.  What I can’t come up with is one good reason you shouldn’t.   Having a website is one strategy in your marketing plan you can’t ignore.