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Should Your Business Be Paying for Clicks?

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What does PPC stand for? PPC means pay-per-click, a method of internet marketing in which businesses pay a fee each time one of their ads is clicked. The most popular form of PPC is search engine advertising, like with Google, Bing, or Yahoo.

It can be a great way to help get your business in front of more people. But your ad campaign needs to be done properly, and with the potential customer in mind. One of the most common questions I get from clients is "how do we show up on page #1?" And while the easy answer would seem to be "money", it's really not that simple. Sure, you can build an extensive Google Adwords campaign and throw huge amounts of money at it. But is that really going to translate into customers? After all, that is the point.

For my clients who want to explore PPC advertising, I recommend we first build a feature-rich, content-heavy, and mobile-friendly website. Then we need to build appropriate landing pages on the website to account for each of their specific products or services. The last thing a visitor wants to see, after having clicked on your text ad, is an outdated and non-responsive website, especially if they're searching from their mobile device. After the website is properly constructed we can begin building the pay-per-click campaigns.

Abacab Designs builds and monitors Google Adwords campaigns for our clients. The most effective campaigns are when we've developed (and maintain) the corresponding client website. It allows for more syncronicity between the two platforms. Any effective PPC campaign will need to be adjusted, and those corresponding adjustments need to be made on the website, too.

PPC is not for everyone. If your website has a blog, or if your website content is regularly updated it will most likely rank high in the search engines organically. We can monitor your website analytics to measure 'traffic' and 'audience', and if those stats are high, then paying for a text ad may be overkill. Besides, it's not uncommon for some viewers to actuallty prefer visiting the organic listings instead of the paid ads. However, if you're in a competitive market, or if you sell "big-ticket" items, then a PPC campaign would be a good investment.