Understanding Pay-Per-Click Advertising
What is pay-per-click advertising and how can it help me? There are a few ways that pay-per-click advertising appears, and any modern computer user would recognize them right away.
The most common is as the advertisement that appears along the side of a website. These boxes are not affiliated with the actual site, but usually they are related to the subject matter so closely as to easily attract the attention of the visitor.
Should the visitor use that box to visit the associated website it will cost the advertiser a set price for the transaction, but this is only a nominal amount in the face of standard advertising costs.
The other way that pay-per-click ads appear is as text alone, and usually this is also along the side of the screen. These ads can appear on search engine results or at websites too.
They work the same way as the other variety, and will cost the website owner a bit of money each time they are clicked.
So, how can paying for website visitors be a smart way to advertise? If you were to try to purchase full banner ads at the same sites on which the pay-per-click advertisements appear the costs would be extraordinarily high.
This means that the ROI (return on investment) would be quite poor unless tons of traffic headed to the site and was “converted” into a paying customer.
The PPC options, however, are just as targeted as the purchased ads, but they cost only a fraction to use. The advertiser doesn’t even pay for the ad unless the visitor clicks on it.
Many small business owners will use PPC in conjunction with something known as search engine optimization. This is a way of creating “organic” results in the search engines, and will usually continually bump a site’s ranking higher and higher.
When such efforts are paired with the PPC ads the results can often generate tons of traffic to a website, and yield great financial results. A courier service should consider buying pay-per-click advertisements because they can be targeted to the region in which the business operates and will appear only at sites where visitors might require such services.