You want your business to be competitive and successful.

You know that your website is an essential aspect of this goal.

You keep hearing about how important web marketing is. Content marketing, search engine optimization, pay-per-click advertising……

You understand, but you don’t know where to start.

We can help.

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No matter who you are, the sheer scope and frequency of changes in the web marketing world can seem daunting. But if nothing else, remember this: web marketing works, and the fact that it's so trackable makes it easy to prove.

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A couple of weeks ago, Nedim (our resident PPC guru) and I had a conversation that went something like this:

Me: "Nedim, that last blog post about the growth of mobile usage was good."

Nedim: "Thanks!"

Me: "So, uh, when do you think you're going to write something about PPC?"

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It's no secret that Google would prefer users to click on their paid listings than on organic ones. Google is, after all, a (very profitable) business.

We've seen evidence that supports the claim about an increased prominence of paid placement in the search results pages.

Image from http://www.ppchero.com/

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In February 2012, Google first announced plans for enhanced site links on desktop search ads.

The idea was to give existing site links a shot of steroids and triple their overall size. Google planned to combine multiple site links and closely related search ads into a larger ad format. Google ran a test period and analyzed the performance of the links, and determined that the new enhanced site links work better than the original site links. They decided to roll out the new feature globally.

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Wordstream recently released an infographic titled “The War on Free Clicks” that focuses on the increasing prominence and importance of Pay-Per-Click (PPC) in Google. For someone like me who is more entrenched in organic search engine optimization, the stats included in the study are eye opening.

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PPC (pay per click) advertising is an online marketing model that is used to drive qualified traffic to a website. This can take the form of ads that run on search engines or other content sites. For our purposes, we are going to focus on ads that run on search engines such as Google. An advertiser's ads are shown when a specific keyword phrase is entered into the search box. The advertiser is charged when a person clicks on one of these ads. Unlike other types of online marketing, you only pay when your ad is clicked on not when your ad is simply shown (this is called CPM advertising- cost per impression). More...