Website marketing guide
for small businesses and start-ups
Content of this guide
- How to get your website started
- How to create your website
- Website analysis
- Promoting your website in search engines
- How to get links to your website
- Optimising the performance of your website
- Other online advertising
- Affiliate marketing - what is it and how to use it
- How to use your website to generate marketing data
- Email marketing
- Useful website marketing resources
Pay Per Click (PPC) advertising offers you the ability to bypass the natural search rankings on the search engines. Your results will be displayed at the top of the search engine rankings pages and on the right hand side.
PPC saves you a lot of time and effort in terms of promoting your website. Instead of using many of the methods described above you can pay for your placement in the search engines.
One reason why PPC has become popular is the speed with which you are able to have a high placement in Google and start to see results immediately. You are also able to target people who are specifically searching for your product or service quickly.
In simple terms PPC advertising works through a system where you pay each time someone clicks on your advert on the search engine. The price you pay is determined largely by the amount of competition for the keywords that you are targeting.
Advertisers bid on keyword phrases and the more competitors there are competing for a keyword or phrase the higher the bids and the more advertisers have to pay.
PPC advertising providers
PPC advertising is mainly provided by the main three search engines Google, Yahoo and Bing (formerly MSN). Google currently is the most widely used as it has a far larger proportion of people using it's search engine.
PPC advertising is more effective if you do in depth keyword research in your industry. Longer tail keywords will normally be less competitive and cheaper than more popular terms and often bring customers who are specifically looking for a service you provide.
PPC advertising systems such as Google Adwords will collect the data regarding your key phrases and how many people clicked on particular search terms so you can do a trial and then analyse which key phrases work for you and which don't.
Free Google Adwords voucher
If you buy your business insurance with Simply Business you will be given a voucher for £75 off Google Adwords Pay-per-click advertising. This is a great way to experiment with PPC because you won't be spending any of your own money and you can create a trial to see which keywords bring visitors to your website.
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