The
math of marketing is a simple one: businesses spend to create
marketing material, which in turn is used to entice customers to make
purchases, making sales for the businesses. Although the formula is
immutable, it does not always mean that businesses get sales for
their marketing efforts in a one-to-one ratio. To get the most out of
marketing, companies need to turn to profitable ways of promoting
themselves, costing them less while earning them more.
Google’s
Pay Per Click (PPC) advertising service is one such cost-effective
method that businesses can use. It works by displaying a banner ad
whenever select keywords (specifically the words a business bid for
on Google AdWords) are used in Google’s search engine. They are
called “pay per click,” because you only have to pay for the
service every time the ad is clicked; this mechanism assures
businesses that they only spend for their truly interested customers.
While
Google’s popularity can guarantee some exposure for most PPC ads,
businesses can enhance their visibility further by taking a few more
steps. They will need to closely manage their account on AdWords,
carefully selecting the right keywords and placing reasonable bids
per click, which can improve their chances of having their ads
appear. Of course, businesses also have the option to enlist the aid
of a specialist marketing agency that can monitor the account and
adjust the bids accordingly.
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