How do Google make most of their money? Advertising right? And of all that advertising money, where does most of it come from?

Well, it is those wonderful adverts that appear besides and above search engine results. The same applies to any search engine including Bing, Yahoo, Ask, etc.

This is probably not the place to give you a blow by blow account of what pay per click advertising is, but suffice to say that there are many people and companies who make a great deal of profit out of this type of advertising. Unfortunately, equally there are just about as many people and companies who lose money and get nil or less return on investment.

I will make a bold statement here… it is possible to always get direct and attributed (the part that gets you business, but you can’t track it; brand awareness, referrals, etc.) return on investment from pay per click advertising. You just need to do it properly.

Now the only proviso here is that the above statement is, in my opinion, always true if you take only the click cost and weight this against the profit made. It does not take into account PPC consultancy, management and/or your time.

Enough preamble, let’s cut to the chase… Please see below my one minute guide to what I can do for you.

  1. I will listen to what you want to achieve.
  2. I look at what you have, where you are currently and what you have done. If you are new to pay per click advertising this part merges with point 1.
  3. After a detailed assessment. I tell you what I can do, what it will cost and what the initial period of consultation and/or management will be.
  4. If we agree to go forward, I will put together a strategy with defined tactics that will achieve your stated goals. This strategy will be based upon ethical, best practice and sustainable principals.
  5. During the entire time I work with you, I will update you on what has happened, what progress has been made and what I need from you and/or your company to help us achieve our goals.

The huge advantages of PPC advertising are its speed, flexibility and scope. Even though natural search engine exposure (the non-pay per click element) is still the king of the ‘push’ advertising world. PPC comes a close second when done properly.

It is impossible to rank for all of your desired and expanded phrases in the natural search engine listings, but is possible with PPC. Likewise, for any competitive natural search placement it is impossible to rank quickly, but you can do this with PPC advertising. You can also start and stop whenever you want and your budget is totally controllable.

Pay per click advertising is not for everyone and some people will always distrust and/or dislike ‘paying’ for clicks. Likewise, if you have very limited budget and/or are in a highly competitive market, you may not be able to devote the time and money for you (with help, training, etc.) or someone else to all the things that need to be done to make the campaign profitable.

However, every time I look at search results, I see someone doing PPC advertising badly and for every reason you can image (adverts, landing pages, website, keywords, etc.). Yet some of these campaigns are still making very decent profits. Done well search based (and, but less so, content based) pay per click advertising can make your company large amounts of profit and gain a huge amount of exposure.

As with SEO you could need local exposure or an international presence. Have many different products or services or just one. Sell online, offline or both. Whatever you or your company do, there are people searching NOW for just that. However, if they can find you, you and your company will never get their business.

If you have previously had or are currently operating a less than satisfactory PPC campaign, there is always a way to turn this situation around (budget, time and resource/paid resource permitting).

Please give me a call or contact me here and I will be really interested to talk to you further about your thoughts and goals in this area.

Here is a link to Google’s working with a third-party partner guide for more information.