PPC-Pay Per Click Advertising (Google Adwords) For Small Business Owners

Pay Per Click (PPC) Advertising For Small Business Owners

PPC advertising is also commonly known as paid search involves you bidding for a space on the Search results Page (SERP) of the search engines.

All three major search engines provide two types of listing- organic and paid.

The listings vary slightly from search engine to search engine but you usually find the SERPS (search engine results page) divided as shown below:

Serps Page showing organic and paid listings schematic

And here is how it appears on Google: Google Serps showing Paid and organic listings

Targeted Advertising

All of the Major PPC providers provide targeted advertising based on the searchers search keywords. If you look at the screen shot above the search term was seo consultant and all the ads relate to that search phrase.

They also increasing provide more sophisticated targeting mechanisms like:

Country
State or city
Time of day, day of week
demographic

Which PPC System?

There are three main providers of PPC (pay per click) advertising services just as there are three main search engines, and they are:

Google Adwords
Yahoo Publisher
Microsoft Adcenter

Google Adwords are easier to use then the other PPC systems and are my preferred choice. However you shouldn't dismiss the other two and in many cases you can get cheaper advertising but less exposure by using the other two.

A professionally managed PPC campaign will usually target all three, but for a small business owner going it alone it is usually wise to only use one, and then you should Google Adwords .

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