PPC Advertising for your small business website can help you start generating traffic to your site immediately. This is important because
without visitors you don’t even have the potential to make a sale. Moving into the top 10 organic search
results can take time. Evaluate all the programs you registered for through WebPalPro. You should
compare the cost for your keywords with each pay per click advertising program. You also have to consider how
much traffic the program can offer you. Google and Yahoo will likely drive the most traffic to your site but
that can get expensive quickly. These are two of the most recognized brands on the internet which means
they get plenty of traffic each day. You can pay to have your site displayed on the first page of the search
results for your chosen keywords. You can also use their content match features so your ad will appear on
websites throughout the internet using the service as a publisher. Content match allows you to pay less per
click and places your ad on relevant sites. There is no “tried and true” method for deciding how much to
spend on pay per click advertising or which ad service to use. The best method is to track your results! We
recommend running your ads on each service for 3-4 days. Test this by using only one service at a time.
See how much traffic you receive from each service and evaluate how well the traffic converted to sales for
you. From there, you can establish a budget for advertising and place your ads on the PPC services that
offer you the highest conversion rates. You can check these rates by logging into each of the accounts you
established with the pay per click Ad Service. *TIP* Traffic is important, but traffic that converts is more important.
Do not continue to pay for traffic that is not converting to sales! If you notice this is happening, you need to
reevaluate your site layout and keywords you are targeting. As much as we would like to tell you a perfect
way to implement PPC advertising, we simply cannot give you a clearly outlined plan that will work for every
site. We can, however, tell you that PPC advertising does work. It will drive quality traffic to your site and
help you make sales. It also has another important purpose. PPC advertising, especially when using the
content match feature, creates in-links to your site. We will cover the importance of in-links in the Search
Engine Optimization chapter of this book. The best advice we can give you on this topic is to use it but
make sure you establish a small business budget that you can afford.