PPC is good For Agents and Advisors


Adword Basics

Google's arrangement for advertising your enterprise on its site and its affiliate sites is called Adwords. It's a PPC or "pay-per-click" method of paying for prospect exposure. The service allows you to make your own advertisements, select important words to target your ads to your audience. You determine the cost of your advertising by offering the rate you pay only when web surfers click on your advertisement This is called a pay per click plan. Any one caring to grow a business in tandem with Google can enroll in this system. Google AdWords is user-friendly: you create advertisements that Google shows together with regular search results. Your ads appear when a web surfer looks for keywords you've selected that you want to be associated with.

Pay Per Click Example

For example, if you have a site that to sells life insurance, you might want your ad to appear to the right of Google results when people search for "life insurance" or associated phrases . Different from typical advertising, you don't pay Google when it shows your ad; you pay only when somebody clicks your ad. If someone searches Google for life insurance, Google shows your ad together with articles and news about life insurance. If somebody looks for Google for your key phrases, you know they're probably looking for your offerings. AdWords can therefore be a great alternative when you want to direct your ads to a specific audience, such as prospects seeking life insurance. AdWords is a form of direct marketing, much like direct mail or telemarketing, which means your message to be pitched individually to each potential customer.

PPC Economics

AdWords may also be a good selection when you have just limited financial resources for reaching your audience. Even though Adwords mat be an economic marketing platform, know that there are LOTS of others targeting hot key phrases like "life insurance. Because AdWords doesn't bill a fixed price per ad, you bid on the key words that you want to display your ads and those bids are in competition with others (e.g. other insurance professionals). If you bid higher than everyone else who bid on the same important word, your ad will probably appear near the top of the sponsored ads. For example, if you set a maximum bid of 45 cents for the term "life insurance", and the next highest bid is 33 cents, Google gives your ad preference over the the sponsored ads it serves up when somebody looks for "life insurance". But with a in demand key phrase like "life insurance", probably the high bid is $15 per click and your bid of 45 cents will make it so that your ad is never shown. To determine who gets top billing among the paid ads, Google looks at the bid and factors the number of people who click through each advertisement, giving preference to the more popular ads. You can't, therefore, buy the top place unconditionally but your bid is the most important ingredient in determining how much exposure your ad obtains. The key when you get good at using Adwords is discovering key words where you have little bid competition but you get noticeable traffic. Once you find on the sweet spot of key words for your practice, you have a very good method for getting leads.

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