In a previous blog I drew attention to the challenges we face in getting visitors to our websites, particularly newly-constructed sites. So, is there no quick and easy short cut? Most businesses do not have the time to patiently work on building credibility with the search engines. They need traffic now. Well yes there is a solution, but it is something of a two-edged sword. I’m talking about Pay Per Click (PPC) advertising, most of which is done through Google Adwords in the UK. The good news is that when this is done well it can be an extremely effective way of driving qualified leads to you website.
Think about how it compares to traditional advertising. You place an ad in a newspaper or magazine and hope your target audience buy the publication and look at your advert while reading through. Hopefully some will note your call to action and do business with you. Its a scatter gun approach though and there’s no guarantee that anyone reading the ad is actually looking for your product or service.
However, PPC works totally differently. First of all, unlike the print ad, you don’t actually pay anything for your advert if no one looks at it. The only time it costs you is when someone clicks on your ad and goes through to your website. Another advantage is that the majority of people doing so will be those actively looking for what you have to offer, because your ads should only appear when someone has typed in keywords relevant to what you are selling. What’s more, Adwords appear right at the top of the search results and along the side, so it is much easier for a business with a new website to become visible quickly.
Next time we’ll look at some of the pitfalls of PPC and how these can be overcome.
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