Search Engine Marketing - Pay Per Click Advertising

At Spotlight Marketing, we believe that a good online marketing strategy will utilize good SEO and a well managed PPC campaign. Your Pay Per Click campaign can be very profitable and cost effective. Latest research from Piper Jaffray shows the following cost for acquiring a customer: "the cost to acquire a customer is about $8.50 for search (Pay per Click), $20 for Yellow Pages, $50 for online display ads, $60 for e-mail and $70 for direct mail. Data for television was not included."

Pay Per Click (sometimes referred to as cost per click) Advertising has the lowest cost in customer acquisition. Yellow Pages costs 55% more per customer acquisition. Also your ad can not be changed and you pay the same regardless of the results with your Yellow pages for a whole year. Flexibility for new products or current specials is available through Pay Per Click Advertising. If you have seasonal specials or sales, anything you want to promote can be done online through pay per click. You can change your ad as needed!

What does it cost to set up a pay per click campaign?

It is completely dependent on you, the industry you are in, and the competitiveness of that market segment. Your online goals and the aggression with which you would like to position yourself in the market will also make a big difference. We can easily put together some recommendations for your business.

How much are PPC ads?

Cost Per Click can range from mere pennies on some key words to $10 and up in competitive verticals. It is all based on the competitiveness of the keyword, who is bidding on these key words and how much they are willing to spend per click.

Can I place pay per click in Roseville, Sacramento or my city only?

A well set up campaign will target only the specific areas you want online. If you want Pay Per Click in Roseville, Sacramento or a specific city this can be done. We can geo target your campaign to only show adds in the areas that you service with your business. This is also where many larger companies will waste your money online. By not targeting your campaign in a specific manner, you waste money in areas where people are less likely to buy or you don't even service.

Where are my ads placed online?

Google attracts the largest number of online searchers, as a result, Google AdWords is the largest company placing Pay Per Click Ads. Next is Yahoo Search Marketing, and finally Bing completes the top three PPC (search engine marketing) providers. Pay per click ads can be set up on any of these and their partner networks. Google, as the largest, usually has the most competitors, is the most costly but provides the most opportunities for sales and conversions overall. Bing or MSN has had a greater percentage of buyers per search, more than Google or Yahoo but they have far less traffic than Google or Yahoo.

Should I hire someone to set up my Pay Per Click Campaign?

You could go through the entire process yourself. Most usually go out and buy a couple books on the subject read them and put them into practice. Even then it will take a great deal of time to properly manage a campaign. Hiring someone takes the stress and mystery out of the process. We have the experience and tools necessary for researching the best keywords and establishing proper budgets. The cost of having a professional like Spotlight Marketing is likely going to save you money in the long run and help you get the job done right the first time.

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