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Website promotion: Pay-per-click advertising

So you have a website, but you’re not sure how to let people know it exists. Sure you can rely on organic means, such as word-of-mouth, email signature but they take a long time to turn into results.

A much quicker option  is to advertise your site on other websites, including Google’s search results.

“That’s sounds expensive, ” I hear you say. But you would be surprised how inexpensive it actually is.

Unlike traditional means of advertising, in which you pay for air time or print space but don’t really know how many people see your ad, the Web offers “pay-per-click” (PPC) advertising. This means you only pay when someone clicks through to your site. And you can say how much you want to pay.

The most well-known forms of PPC advertising are Google AdWords and Facebook.

We’ll start with AdWords.

These are the “sponsored link” advertisements on the side or top of the computer screen when the results of your Google search appear. They can also be placed directly on websites that are relevant to your audience. Which means, instead of a scattergun approach to advertising, it is very easy to target your ads for maximum return on investment.

And the best thing about them is that you can tell Google how much you are willing to pay-per-click.

So what’s the catch? Well, there isn’t one. But there are some things to be aware of when considering  AdWords.

1/ The strength and number of your keywords. If you are in a highly competitive field there will be a lot of other companies using AdWords, and there is a limited amount of space on Google’s front page. So you need great keywords and phrases, and lots of them.

2/ How much other people are paying for the same keywords. Say you tell Google you will pay $2 per click, but 10 of your competitors are willing to pay $5. It will be the competitors who get the prime positions.

3/ Historical click-through rates. Success breeds success so you need to go out fighting on your first attempt. This means you might get lucky, and your click-through rates will be high, which will help for the next time you use AdWords.

Okay, so how about Facebook advertising? Like AdWords, this is a great way to be seen by your target market. Facebook knows pretty much everything about its users. So it uses the browsing history to place your ads in front of the right eyes – or at least to the left of their Facebook page.

Like AdWords, you can “bid” an amount that you are willing to pay for each person that clicks on your ad. And what’s even better for keeping a rein on your budget, you can tell Facebook how much you are willing to pay each day, week, month or year.

By developing the best keywords and phrases, and designing an eye-catch ad, Direct Sites Online can help you get the most out of your AdWords or Facebook advertising budget. Contact us now at


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