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Generally, the larger the pay per click search engine, the more you will have to bid to get to the top for your keywords. This is why it is worth investigating different search engines to find what it would cost to bid on your keywords and how much traffic they draw.

The largest companies in the pay per click industry are Yahoo! and Google. Google is not a pay per click search engine, but it does provide pay per click advertising in text ad boxes to the right of search results it delivers. It also delivers pay per click ads to other content sites.

These pay per click search engines are not as large as Overture and Google, but they are worth a look. As mentioned above, one advantage these search engines can provide is they generally have lower costs per click to rank for a keyword than the larger search engines.

Benefits of PPC:

PPC has a number of advantages to businesses of all sizes. Here are just a few:

• Small initial investment. The search engines don’t charge a fee to place or run your ad. You only pay for the users that click on the ad.

• Budget size is up to you. Depending on how much you want to invest and what kind of sales or leads you want to generate, you can set your budget as large or small as you like.

• Realistic for all businesses, regardless of size. PPC can create a level playing field for small businesses, especially if you are smart about picking the right keywords. Your ad might be right above or below a large business or national chain, depending on how much you bid for keywords or phrases and the kind of words you target.

• Immediate results. Research, set up and implementation of pay-per-click campaigns can happen in just a few days time, as opposed to natural rankings which can take weeks or months to gain a ranking. With PPC, you can start seeing results – and generating sales – the day your ad goes up.

• Real-time trackability. “Trackability” is our favorite word around here despite the fact that it’s not a real word. We track the effectiveness of various keywords and phrases, which ads generate the most traffic, conversion rates, and much more. And unlike a printed piece or mailer, there’s no lag time to know if your ad is working. Plus, we can make changes on the fly.

• Gain a national audience. What’s the best way to reach someone in Provo, Utah? Put an add on Google or Yahoo!. Chances are, your potential customers are on one of these two search engines. Along with their network partners, they each claim to reach over 80% of Internet users.

• Focus on targeted audience from a particular region. You may have a local customer base and want to stay within 50 or 100 miles of your business. If so, then we have the ability to target users in the exact area you designate. Another way to target your audience is by the specific keywords and phrases you choose. In essence, you are pre-qualifying your customers before they ever land on your site.