Pay Per Click Advertising Bolsters Marketing Efforts During Down Turn

Triple digit temperatures, vacationers and fleeing snowbirds all contribute to the traditional economic slowdown experienced by many businesses during the harsh summer months. Compound those realities with a flailing economy and many business owners end up struggling to attract new customers. Keep in mind, the effects on business of a blistering Phoenix summer is the equivalent of a Buffalo snowstorm.

Traditional forms of advertising, such as the Yellow Pages, have long been a safe haven for local business marketing. Currently, with the rising popularity of Google and other online search engines, as well as forthcoming technologies like voice prompted web surfing, it seems that bulky phone books are becoming a thing of the past.

Consumers want their information faster, more relevant and increasingly mobile. Pay per click advertising is a medium which satisfies all of these needs and is increasingly being used by all types of businesses to target new customers.

As a certified Google AdWords Professional I consult with business owners across the country on the many advantages of pay per click marketing. When pay per click is used as part of an integrated marketing strategy, there’s really no other form of advertising that puts a company’s products or services in front of potential customers at exactly the moment that they’re searching for you - it truly takes the guesswork out of advertising.

A well-managed Google Adwords campaign can place a business listing at the top of Google’s search engine results page. When customers click on an ad, they are directed immediately to the business’s website. In addition, pay per click advertising allows business owners to selectively target customers while offering accountability for their ad dollars. Since a business only gets charged when a customer clicks on its ad, the business can control exactly how much they’re spending and can properly calculate their return on investment.

Driving targeted traffic to a website is only part of the equation. Converting a web visitor into a customer or a lead is the true pay off. Having a properly structured campaign that directs traffic to the correct landing page is key to turning a surfer into a customer--And in today’s economy, businesses just can’t afford to miss out on a customer conversion.

Although search engines such as Yahoo! and the newly revamped Bing by MSN offer similar searching experiences, Google is by far the overall leader, capturing 67% of all search traffic, according to With those kinds of numbers, it’s no wonder that local businesses are eager to put their advertising online and ditch the freebies that land on the doorstep.

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