Low-Cost Pay-Per-Click (PPC) Outlets

Maximize your online advertising budget with less expensive outlets

By Amy Gesenhues, Director of Marketing, Autodemo LLC

While Google and Yahoo in the consumer realm and Business.com in the B2B space lead the pack when it comes to Pay-Per-Click (PPC) advertising, there are some bargain basement outlets available for online advertisers. Follow these guidelines when choosing low-cost PPC outlets to get the most out of your online advertising dollars:

Compare PPC pricing models and offerings to find the best deals.
If your budget is limited, use do-it-yourself PPC outlets.
If your time is limited, enlist the help of a search engine marketing firm.
Keep your PPC budget in check by using localized pay-per-click advertising.

Use pricing reports and comparison guides

With so many to choose from, it's difficult to know which PPC outlet will best fit your needs and budget. Shop around before deciding on a PPC outlet to use.
Try: Use PayPerClickGuru to compare 17 reputable PPC outlets and find their individual ratings under the ratings link on the left.

Use do-it-yourself PPC search engines

If you are working with a limited budget, there are plenty of do-it-yourself PPC search engine outlets that make it easy to start and track a PPC advertising campaign.
Try: Use GoClick.com, 7Search.com or EngineSeeker.com to start your PPC campaign with a few simple steps.

Hire a search engine marketing firm

While PPC outlets make it easy to set up campaigns and monitor accounts, there is a learning curve to online advertising. You may end up wasting money if you do not understand the bidding process or how to pick relevant keywords.
Try: Contact Visible Technologies or SearchFeed to find a professional search engine marketing firm.

Use localized PPC ads

Localized PPC advertising is one of the most effective ways to keep your PPC costs low. If you sell flowers in Portland, Oregon, you don't want people in Tallahassee, Florida, clicking on your ad. Localized ads target geo-specific areas so that only people in your market click on your ad.
Try: Set up localized PPC campaigns at Kanoodle, Google or Yahoo. Search WordTracker for the best keywords for your site. RegisterLocal and Local.com offer excellent solutions.

Select relevant, uncommon keywords that are less expensive to receive higher rankings and more impressions.
Determine what search terms are commonly used to find the services or products you sell.
Whatever PPC outlets you choose, always monitor your campaigns using their reporting tools.
Avoid clever taglines or wordplay tactics in your PPC ad copy. You will get better results with clear, concise copy.