Google Advertising Or
Qualified Leads?
 Pay
per click advertising is one of the most cost effective ways
to promote your business and products that exists today. The
reason for this is simple. You pay for leads, not advertising
space. Let me explain.
To start with, in knowing your business, you'd have an
understanding what your clients would type into their search
queries when looking for your product. Given this knowledge,
you set up an advertising campaign to only appear when those
search phrases are used. That is, you qualify the audience who
sees your advertisements to be people who are looking for your
products.
Then, you don't actually pay for these ads until someone
clicks on them and visits your site. So lets say your ad
appears 100 times yet it is only clicked 5 times. You only pay
for the 5 clicks, not the 100 appearances. This is why this
type of advertising is so revolutionary. Traditional
advertising requires you to pay for the advertisement just to
be there, regardless of the audience or results. This form of
advertising though allows you to qualify your audience first
and only pay for it when the ad is successful and someone
visits your website.
Managing such a campaign is an evolutionary process though and
requires constant improvement. When set up and managed
properly, it can be an extremely efficient and cost effective
way to sell your products. In the hands of an amateur though
or when left to sit, advertising campaigns can quickly become
stale, expensive and non-responsive.
I actually earned my first internet commissions back in 2003
using pay per click advertising and have forgotten more tricks
in this part of the industry than many "professionals" know
today. So the one piece of advice I can give you with pay per
click advertising, is be careful with the businesses hard
selling their services to you. Go with someone who has been
recommended, not someone who is badgering you. If you contract
someone and they then set up an un-responsive campaign for
your website, Google will punish that poor campaign by making
it very expensive for your website to advertise. Google does
not like poor craftsmanship at all.
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