Why Pay Per Click Advertising (Paid Search Engine Advertising) is Important

We’ve explained how SEO can be an imperative tool for a website to be found through FREE search listings. Pay Per Click is an additional search engine tool that also aids in websites being found by prospective clients and customers.

Pay Per Click (PPC) is an Internet marketing model used on search engines, where advertisers only pay when a user actually clicks on an ad they see on a search engine page like Google or Yahoo. When the ad is clicked on, the visitor is brought to the website. Advertisers bid on keywords they predict their target market will type in as search terms when they are looking for a product or service.

You may or may not be aware of what PPC is, and that it is a multi billion dollar industry.^[1] Relatively few small and medium sized businesses know much or anything about how to use PPC effectively to drive more traffic to their websites.

In our opinion, PPC advertising is an “untapped” resource that can very successfully attract website searchers to a particular website from search engines. As bad as many web design firms are with SEO…in our opinion, they are even less knowledgeable about PPC.

But, PPC is NOT an exercise for amateurs. PPC requires very specific knowledge and ongoing, relentless management.

Every search engine has its own formulas for PPC, all very different. Plus, the keyword selections and bidding changes not just from month to month, but literally from minute to minute. If a business owner implements PPC and doesn’t know what to watch and how to watch it…they can lose a large amount of money.

As a Certified eMarketing Consultant™, you can offer PPC as a valuable service to help your clients, and is another potential source of residual income! And once again YOU don’t do the PPC work – ESS does ALL THE PPC WORK FOR YOUR CLIENTS ON YOUR BEHALF!

[1] Marissa Gluck and Aram Sinnreich, Radar Research, LLC "The State of Search Engine Marketing 2006 Executive Summary", (http://www.sempo.org/home), January 30, 2007 Search Engine Marketing Professional Organization (SEMPO), August 2007. Methodology: Search Engine Marketing Professionals Organization (SEMPO) contracted with Radar Research, LLC and Intellisurvey to conduct an industry-wide survey during November and December 2006. According to this study, the combination of paid Internet advertising and local search advertising totaled 9.4 billion dollars in 2006. There are no statistics currently available for the size of the website design industry. Therefore, we have not included any sales figures for the website design industry in these numbers. Paid Search Engine Advertising for Google, Inc., a search engine company, reported paid search engine advertising revenues of $10,492,628,000 as reported in Google's Form 10-K filed with the United States Securities and Exchange Commission for the Fiscal Year -- Ended December 31, 2006.