PPC IntroductionA great website that few people see will not get the marketing result you desire, and with the explosion of online marketing activity, capturing your place online has never been more important. As the internet becomes the dominant vehicle for marketing, an internet marketing plan is essential to compete in the years to come. Too many businesses are failing to fully capture the potential from online marketing, and this is due primarily to a lack of knowledge about the tools available to be successful and a fear about spending money without the ability to measure return on investment.
  After a meaningful decline in advertising spending during 2009 due to the recession, advertising spending is expected to increase consistently through the next few years. Additionally, while most marketing investment online is expected to grow by double-digits. Google, the dominant search engine with about 70% market share, generates most of its massive revenues from paid search advertising online. In 2008, they reported 97% of their revenues came from their online advertising business. To protect this business, Google has invested significantly in tools meant to make online advertising as effective as possible in the marketplace. Google has made enhancements to their Adwords platform. Paid search marketing, pay-per-click, sponsered link marketing and PPC are all terms that describe the process of paid online advertising with Adwords as the platform to manage paid search marketing. Also, Google has made free to the marketplace its Google Analytics tool, which captures all kinds of data about how people are using your website. While there are many other tools we can thank Google for, the combination of Adwords-PPC and Analytics bring forth opportunities for businesses large and small to succeed online. After all, the more businesses are successful at online marketing, the more they will spend doing it. In this case, everyone wins - the business and the search engines.
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