Whether its Google, Yahoo, MSN or some other search site, millions of people use search engines each day to find needed products and services. Some noteworthy statistics bear this out. For example, more than half of all travel and car purchase decisions start with internet research and comparisons, and more than 60% of investment and financial service decisions also start with internet research. Where do most people start this decision-making process? Search engines, and 11% of all searches result in a click on a pay per click ad.

Many clients initially believe that the primary marketing strategy for their web presence is to optimize their site in order to be found and placed highly by search engines. But optimizing a site takes months and is a continuous process, and even if successful, it doesn’t allow you to pick your prospects, nor can you control the sales message they see. In short, it’s marketing by luck, rather than managing for success.

Using pay per click advertising allows you to immediately start generating visibility and traffic from the specific target market you are seeking. It also allows you to control the message they see and specifically match the message to each target customer group. Through the flexible nature of search ads you can track exactly which words and ad concepts are working and set your own budget for each campaign and target group. That’s just the beginning; you can also easily test new ads and marketing concepts, producing valuable information to guide future campaigns.


Do you want to learn more about the specific characteristics of search advertising that make it effective for many types of advertising? Click here to learn more.