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Maximizing Your Pay Per Click Profits

The key to running a successful Pay per Click Campaign is to place a well written ad under some good keywords which will then channel your customer to your well converting sales page as inexpensively as possible.

It is necessary to have a good idea of who your potential buyer is. Therefore you must ask yourself several questions:

•What do they want? •What is their income level? •How can you help them improve their lives?

Once you've got your market pegged it's just a matter of writing listing and bidding on proper keywords.

There's no getting around it, traditional Yellow Pages are in trouble. Fewer people use them every year. Even best- pulling ad in section isn't getting number of callers or sales it used to. At same time, monthly cost to maintain your same-size directory ad keeps going up.

Simply tinkering with ad size (or options like color) can't compensate for adverse developments. Declining usage impacts each directory category differently. Some (like contractors and lawyers) are declining more steeply than others. Emergency service providers (tow trucks, plumbers) are holding their own. While categories like cell phones and lawn furniture are growing rapidly, with increased consumer demand.

Advertising only in Yellow Pages is no longer a safe bet

- Over half of all customers go to Internet first to find product information and sources - even if they intend to spend their money locally - People increasingly trust Internet as a source of information about major purchases (and has overtaken newspaper for used car sales) - Internet Yellow Pages (IYP) are kept up to date (unlike print directories) and can be searched from anywhere - their usage is growing 25% a year - Local Search lets search engines (like Google) include small, local businesses in their search results (even without them having a website) - over 25% of all search queries request Local Search results - A large percentage of young adults or business buyers never consult Yellow Page directory at all - and they control an expanding chunk of dollars spent

Rethink role Yellow Page advertising plays for your enterprise

Take a serious look at how much you rely on Yellow Page directory to bring new business. Are most or all of your promotional dollars spent there? Do your expectations match number and kinds of customers your ad actually brings you?