For many online visitors it is no secret that the small ads they encounter are Pay Per Click (PPC) advertising. It is estimated that only 20% of site visitors will actually click on these ads.
The good news is these ads are targeted and should be viewed by those who actually have an interest in the product or service you provide.
The basic premise of PPC advertising is to allow you to bid on keywords that are directly related to the product or service you provide. Costs for popular keywords can be expensive, so using keywords with varying suffixes may be a way to keep costs down.
The two primary reasons individuals use PPC advertising is 1) they have not optimized their website and are using PPC to gain new customers, 2) they are looking for a short term boost in site visitors with the hope of a solid return on investment (ROI).
In the first scenario the business needs to seriously look at their website and find ways to make it more attractive to both customers as well as search engines. In the second scenario the business may find some value in a short-term advertising blitz.
One potential negative in PPC advertising is that many individuals...
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