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Pay for play
Depending on your business, it’s true that one good way to advertise online may be via targeted pay-per-click (PPC) ads.
The targeting means they run only in the regions you select, so you’re not showing your ads to the whole country. You can often also choose other demographic goals — for instance, women only or people who have visited a certain site.
How much you pay for each lead generated by this form of advertising depends on things like your region, the demographic you’re targeting, and — if you’re advertising in search engines — the specific search terms you’re buying. The more popular a search term, the more expensive each click will be (and the more competition you’re likely to have).
Places with PPC
Here’s where you can directly sign up for some of the most major pay-per-click advertisers:
Get advice
There is a lot to learn about the business in order to get the most bang for your advertising bucks. It’s a very competitive marketplace, and a huge variety of strategies abound. For advice about pay-per-click advertising, I recommend looking either at the sites that actually provide the services directly (such as Google’s AdWords), or unbiased third party sites who do not have a related service to sell you. For a great overview, check out Search Engine Watch’s article, Resources for learning about PPC. Also check out Wordstream, PPC Hero and MediaPost.
There are, of course, many other types of advertising available on the web, but especially for a small business owner with a local presence only, paying per click might a better return than a broader-based campaign based on the number of ad impressions. Another benefit of PPC networks is that you can get exposure on many different websites, without having to strike deals with each web company separately.
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