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Learn How to Drive Holiday Sales with Pay Per Click

October 26, 2009 :: Travis Petersen

Since the economic times are tough, people are holding back and spending less. For retailers, this can spell trouble, but there are ways to succeed even in today’s difficult economy.

Because customers are spending more conservatively, they are pickier about what they buy. This means that they might spend as much as a month doing research online about a product before making a significant purchase.  Because of this, it is important to maximize impact in online search and get products visible to customers in the purchasing phase of the shopping process.

Pay Per Click advertising, commonly known as PPC, is the best way to target customers in the purchasing phase. By using keywords targeted to specific products, listing competitive prices, and incorporating other measures to optimize a PPC campaign, you can maximize your impact in an online search by appearing to potential customers who are ready to buy.

This is particularly important during the holiday season, as getting ad campaigns ready for Black Friday and Cyber Monday can mean the difference between ending the year in the red or in the black.

The pros for PPC are many. Here are just a few, from Network Solutions’ Winning Clicks guide:

• Calculation – PPC is easily measured. Marketers are able to get raw numbers within seconds. Return on investment (ROI) and cost per acquisition (CPA) are easier to calculate than for traditional print and broadcast advertising.
• Cost – You only pay when someone clicks on your ad.
• Speed – Everything about PPC is fast. The campaign can be running in less than a day
• Timing – You can set up your ads to only run when you want them to.
• Targeted – You can easily tap your target audience by using the proper keywords and ad copy.

Network Solutions has a series of whitepapers available to help small businesspersons navigate the world of search engine marketing. The guide to driving sales using Pay Per Click is just one of the resources available from Network Solutions. Download this helpful resource, and others, today, and learn the basics of PPC, as well as the specifics of working with a PPC provider, different types of conversions, and how to get a good return on your investment.

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