Search engines are an incredible resource for generating interest in any business. Unfortunately, for many businesses, making the investment in search engine optimization to gain high visibility on search engines like Google is a difficult decision. One great way to test the waters online for small businesses is to turn to paid advertising, commonly referred to as Pay-per-Click (PPC) advertising.
What is Pay-per-Click Advertising?
On search engines (we’ll use Google in this example) following a query, the search engine will recommend web pages in two different ways.
- Results based on algorithms which the search engines use to (hopefully) provide links to the most relevant web content the search engine is aware of, and
- Results based on an auction process where individuals and businesses can bid to have their advertisement appear on the search engine.
In terms of online marketing, #1, or the algorithmic-based results, are influenced by a practice called Search Engine Optimization, or SEO. The latter, #2, are populated by Pay-per-Click (PPC) Ads. They’re easy to spot. Run a quick search on Google for Online Marketing (click to see the search in a new window).
The results at the top of the page as well as the right-column are PPC Ads. Whenever they appear, they are accompanied by the text “Sponsored links.”
PPC is not Just for Marketing Agencies
PPC is open to anyone that wishes to participate, so if you’re a small business and want to test the waters, you don’t need to turn to an online marketing company if you’re prepared with some patience and the understanding that there is a bit of education that you’ll likely want to undertake.
Where you advertise is up to you. The three dominant search engines, Google, Bing, and Yahoo! all have PPC programs that anyone can participate in. I’d recommend trying Google first (Google’s program is called AdWords) as Google provides far more volume than Bing and Yahoo!
What is PPC Good For?
- Targeting Ads to a specific geographic location
- Business-to-consumer marketing
- Selling products or services
- Lead generation
- Brand awareness
Test the PPC Opportunity on the Cheap
One great thing about getting started is that all three of the major search engines often provide coupons for new users to try PPC marketing. A search on Google for “AdWords Coupon Code” (or similar wordings for Bing and Yahoo) yields plenty of results. You’ll likely have to click through to a few until you find one, but it’s relatively easy to find a coupon code worth $50, $75, or more.
Another source of PPC advertising coupon codes is web site hosting companies. Companies like GoDaddy, for instance, often promote PPC advertising coupons for their customers.
If you’re ready to get started, the resources below will lead you to the PPC programs of all three major search engines as well as tactical information that will help you get started. Good luck!
PPC Resources – Programs
PPC Resources – Guides and Best Practices
Recommended PPC Marketing Book
I’ve found the entire “Hour a Day” series of books regarding online marketing to be very helpful to those new to online marketing topics, this book should prove to be the same.
Pay-Per-Click Search Engine Marketing: An Hour a Day
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{ 2 comments… read them below or add one }
Great tip on the AdWords coupon code, Scott. One note of caution: I could swim in a pool of the tears wept by AdWords newcomers who forgot to set a very conservative maximum daily budget — $10 to $25 a day is a safe range. You can safely screw up everything else in PPC while you’re learning, but if you don’t set a maximum on your spending, you can hemorrhage money before you wake up the next day.
That’s a great point, Ed. Reader’s take note: do set that maximum daily spend!