Pay Per Click
One of the best, and quickest ways to improve your marketing can be to pay for your advertising. All of the major search engines now have advertising called Pay Per Click. If you take Google for example, and you type in a search, it will come up with the results page. On the left side of the screen you have what is called natural listings. These are listings that have taken steps to be there, which I explain in another post.
But for now we want to concentrate on the right side of the page. This is where the paid listings come in. Businesses, or people pay to be on the first page and on the right side. You can set this up yourself by typing in AdWords in Google. But essentially this is an auction where you bid against other people to get your ad placed. Then when someone clicks on it, you have to pay anywhere from $.01 to $10.00 or more.
One of the best ways to utilize this tool is to grab a keyword that is called a long tail keyword. For example if you where trying to look up something like “cars” you might have a keyword such as”sports cars”. This is a really short broad term, but if you are looking for a specific car like “1998 Silver Acura” This would be more of a long-tail keyword. The longer the keyword, the cheaper the keywords will usually be. If you are trying to sell your product, this comes in handy because customers usually type in long tail keywords when they are ready to buy, rather than shot keywords which is when the customer is usually in the research stage.
The down side to paying for your advertising is that if your website is not converting your clicks into sales, you will end up paying a lot of money for your advertising and not getting any results. If you choose to use pay per click you will also have to back it up with a good converting website. So be careful.