Why Use PPC?

In today's world, most online shoppers conduct a search to find or research the products and services that they are looking for. While no company can "buy" placement in Google's natural results, or those of Yahoo or Bing PPC advertising allows you to buy placement in the area above and to the side of the natural listings, guaranteeing views for your ad (see figure 1).

Figure 1

Through the proper targeting of ads and keywords, only the people searching for the products/services relevant to your business will see your ad. More importantly, they will see your ad at the exact moment that they are looking for the products and services related to your business. When combined with the facts that you (a) only pay when someone clicks on your ad, (b) have tremendous control over your costs, and (c) have quantifiable results that allow you to accurately measure and optimize performance, it becomes clear that PPC advertising is in many ways far superior to traditional models. The bottom line is that incorporating paid search into your marketing efforts can quickly deliver more leads, more traffic, and greater ROI, while lowering your cost of acquisition.

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