By now, most small business owners have heard about Google PPC, also known as Google pay per click, which uses the tradename “Google AdWords”.
The enormous success of the shift in the way business advertising is done is no accident. Google PPC works because a) it operates in a way that coincides perfectly with human nature, b) society has become computer-centric, and c) because Google is the most popular search engine.
Ironically, since it started dominating the advertising market from the yellow pages, it taps into the top reason the yellow pages were so popular.
Think about your own habits. If you get something mailed to you, either physically in your mail box, or in your email, what do you typically do with it? TRASH it, of course. It might have been well presented; it might have been a good deal; it might appeal to you in the future.
But it just wasn’t the right timing. Maybe you were just too busy to deal with it at the moment it arrived.
The yellow pages were always there when you were ready to find a provider for whatever you needed. Now, Google PPC does the same, only better.
When you are ready to buy, you now have the option to type into Google search what you are looking for, and you get what you are looking for fast, you get multiple options, and you can do further research by just clicking a Google PPC ad.
Now think about your customers. They are just like you. They are busy, and will throw away advertising that is mailed to them if it isn’t the precise right moment.
Even if they do save it for later, it gets buried under a pile of paperwork, or shoved 40 messages down in your email list.
Google PPC works for you because your potential customers are only seeing your ad when they decide they are ready to find the product or service they need. You are right there to help them. They can find information on your website and contact you immediately.