Pay-Per-Click or PPC – A Smart Way to Spend Your Advertising Dollars

Mar 2014

Our experts at Big Voodoo Interactive have helped you get organic search results based on relevant search terms. But if you have the budget for it, we strongly recommend investing in pay-per-click.  PPC is paid search advertising, which can give you the edge you need to dominate your market.

What is PPC?

Pay-per-click is an internet advertising model used to direct traffic to a website. You pay a fee each time your ad is clicked. While you will receive traffic through organic results, you can use PPC to “buy” visits to your site. Google AdWords by far is the most popular PPC advertising system. AdWords allows business to create ads that appear on Google’s search engine and other Google properties.

How Does PPC Work?

You bid on keywords for your placement in a search engine’s sponsored links. Each time a consumer initiates a search on Google, the search engine digs into the pool of AdWords advertisers and chooses a set of “winners” to appear in the prominently displayed ad space. For example, when a consumer types into a search engine “personal injury lawyer” for your city (or some other search phrase you are targeting), he or she will see the PPC listings above the organic search results. PPC is located just below the search box – the most valuable space on the page. The PPC listings typically are grouped in a box labeled as advertisements. Your position is based on the amount you bid for the keywords. Consumers who click on your PPC link will be directed to your website.  You pay a small fee for each click, but keep in mind that every click is potentially a multi-million-dollar case.

How Are the PPC ‘Winners’ Chosen?

Google uses a combination of factors to determine the placement of a PPC link, including the quality and relevance of the advertiser’s keywords and ad campaign as well as the size of their keyword bids. So, even if your competitor has bid more than you, you can still win a higher position with highly targeted keywords.

Can I Control My PPC Costs?

You can let Google know how much you are willing to spend.  You choose a daily budget you’re comfortable with, and you can change it over time. You don’t pay anything when your ad is displayed. You only pay when someone clicks.

What are the Benefits of PPC?

Reach potential clients fast: Unlike organic search, PPC can be launched quickly.

Target the leads you want: Your PPC campaign also will bring in targeted traffic and quality leads.

Become an authority: Your firm will get the most search engine visibility for the keywords you are targeting, which helps establish you as a leader in that area.

Zoom in on geographic regions: PPC ads can be used to target specific geographic regions, which lead to better cases.

Run at a specific time: PPC can be turned on and off.  That means you can strike when a particular topic is “hot.”

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