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Cost Effective Paid Advertising thru search engine marketing, pay per click (PPC)
Friday, December 16, 2005
Very often businesses require sales to function. Every business owner often wonders, how do I get more sales?
Most businesses often start with the traditional marketing methods such as flyers distribution, mailing of sales brochures, cold call, cold fax and of course word of mouth.
Now, is there any more cost effective marketing method? There definitely is .
Search engine marketing to lower the cost of acquiring customer and branding has effectively done so for many fortune 500 companies and SMEs, so why not you?
What is search engine marketing, pay per click? Yahoo and Google, two of the biggest search engine offers an online marketing service which you will pay to them to display your advertisement when people search for keywords related to your business.
Example
I am in the web design industry. I selected the keywords "Web design company". (There is broad base, exact match and other options when defining your keywords which I will touch on later.) Someone on the internet either uses Yahoo! or Google, searches for the words "web design company" and my advertisement in text will show up. For Yahoo!, on the top of the search results while for Google either on the top 2 of search results or the right side of the search results.
How can this lower the cost for acquiring customers?
For different industries, the cost is different, but for most industries, it costs between $0.50 to $1.50 per click to bring one visitor to their web site. Now, assume your average cost per click is $1.00 and assuming your web site is well built to convert visitors to become a sales lead. We assume a 10% conversion to sales lead per 100 visitors. So, for 100 visitors, it will cost you $100.00. In every 100 visitors, 10 people will contact you regarding your business products or services. So, $100.00 divided by 10, it will be $10.00 per sales lead. Now, isn't this the cheapest way of acquiring sales leads?
No? Consider word of mouth marketing, if you value your work at $20.00 per hour and it takes you 1 hour to get the message across for every person you meet to promote your business. Wouldn't that cost you more than $10.00 per sales lead?
The best part of search engine marketing?
Search engine marketing is targeted, people who only are interested in your products will search for keywords related to your product. (Of course you got to know what is the best keywords to advertise.) Search engine marketing budget is restrictable. You can set whatever budget you want for your marketing effort online. The process is always the same except the result is only vary by the amount you are willing to spend.
Thus, many companies who think they cannot afford to search engine market are wrong. Search engine marketing is available for every business, however, do it the right way by doing some research yourself or hire the professionals to get the best result.
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I hope this guest article explained a little bit about PPC marketing.
Labels: ppc
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