Pay per click
If you are not a believer in Google advertising, than you are in the minority of small business owners that don't believe in something that works. In the 3rd Quarter of 2018, Google made $24.1 BILLION, that is billion, with a B in advertising revenue alone. Search Engine advertising works and is more cost effective than traditional advertising means. When you advertise on sites such as Google and Bing, you are allowing customers to come to you. If a customer comes to your site, they are there because they were actively searching for a product or service that you provide.
There are TWO things that customers DO NOT do online.
Search for items, products, services or interests they have no desire to research more about.
Go past the second page of search results, and truth be told, over 78% of people doing a search online won't leave the first page.
Google has recently started making the first page very hard to be on unless you want to pay to play or your small business digital marketing SEO plan is on point. Do a search on Google and you'll see that the first three or four results of your search all have an advertising logo next to them. If you want to be at the top, you've got to get your membership ready to rub elbows with the others.
Q: How much does it cost?
A: Setting up a campaign is free, the cost comes in the form of keywords and can cost from a few pennies up to two-hundred dollars.
Q: How am I charged?
A: Google and Bing charge you on a cost per click (CPC) basis. When your ad appears you've essentially won the "in the moment" auction to have the ad displayed. Your account isn't charged unless the person doing the research clicks on your ad.
Q: What are keywords?
A: There are three different variations of keywords: One-word, short-tail and long-tail keywords. Depending on what the user is searching for, the results will vary. A good example would be doing a search on "lawyer" vs "injury lawyer" vs "injury lawyer with over 20 years of experience".
Q: How are keyword costs determined?
A: Google and Bing auction off their top spots for the keyword(s) being searched for. The time of day, the day itself and how popular the word is are some of the factors involved. An "injury lawyer" might cost $125 per click, where "how to be an ant farmer" might cost .73 per click.