“I have free Google and Microsoft advertising vouchers, but why bother using them? I get free traffic through the search engine listings anyway, and I advertise in leaftlets / magazines / the Yellow Pages.”

That’s a common question, and on the face of it, it does seem to be a no brainer. However, if we start to look at this in more depth we will see why so many companies and websites spend so much advertising on the major search engines. Hopefully after reading this you will feel more confident about entering the world of search engine pay per click (SEPPC) advertising.

It guarantees an immediate entry as high as you want

One thing you will quickly find is that search engine optimisation is all about the long game. Tweaking and optimising your site over many months or even years, and writing content that other sites will find interesting enough to link to. This all takes a long time starting from scratch. On the other hand, your PPC advert will be up and running in a matter of minutes, and you determine how high up it is shown on the listings by how much you are willing to spend per click. You start driving traffic from day one.

It is measurable

One of the biggest strengths I think PPC advertising has over any other type of marketing is the ability to measure every possible piece of data you can imagine. No other medium can lay claim to be able to tell you so much information.

  • Impressions
  • Clicks
  • Click through rate %
  • Cost per click
  • Conversion
  • Revenue
  • Cost per action (e.g. sale)
  • Cost per keyword
  • And the list goes on…

You only pay when someone clicks on your advert

Unlike magazine adverts or online banner adverts, which charge you a set fee or per impression, as the title ‘Pay per click’ suggests, you only pay when someone clicks on your advert. That means there is minimal waste and you only pay for people interested in your site.

You are only shown when someone is searching for you

Something I really like about PPC is that your ad is only shown to people who have already shown an interest in your product or service, by actively searching for your product or service (unlike with traditional banner advertising). This allows you to target your consumer base specifically and effectively.

It lets you fight on a more even ground with the big boys

One thing I have found is Pay Per Click also provides a more level playing field between you and your competitors. If you’re a small operation, you probably won’t be able to afford television, radio or print advertising, and you are unlikely to be able to attract as many in-bound links to boost your natural rankings – but with Pay Per Click, you can compete effectively with bigger rivals.

You control everything

For those of you with a tight budget do not despair! There is no set minimum limit on how much you spend. If you only want to spend £10 a month, you can. If you want to take some time off and then start up again, you can do this no questions asked.

Even if you are unsure about the merits of advertising on Google or Microsoft’s Live Search, with your free advertising vouchers there is no risk, and you can choose to test how effective they are in making sales or simply experiment with some new ideas.

A quick paragraph about me:

I have been with 123-reg for a couple of years now and I currently look after the 123-reg’s online marketing which covers our search marketing and any flashy banners we put on other people’s sites.

I will be posting regularly about search marketing to try and help make the most of this relatively new way of marketing and to offer tips and advice for those of you who have already taken the plunge.

If you have any questions about how to use your free Google and Microsoft pay per click advertising you can drop me an email at hosting-marketing@pipex.net, and if you put it for the attention of Matthew, I’ll try and help you the best I can.

If you want to make the most of your campaign, go ahead and read more about the 123-reg PPC management services to see how we can help you increase traffic and sales.

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