By Carl Weiss
When you think about it, it’s amazing that the bulk of Google’s revenue is derived from Pay-Per-
Click (PPC) advertising. I say that because many small business owners whom I speak to, who have used PPC ads, are dissatisfied with their results. It’s not that they aren’t appreciative of the fact that PPC can generate a Page One position for their business. It’s more that using PPC does just that and little else. Generating a click doesn’t mean generating a lead or a sale. It simply means generating a click, every one of which erodes your ad budget. While some clicks will generate leads, others are spurious at best and some are just your competition spending your money. We aren't anti-PPC. In fact, we've provided many clients with successful PPC campaigns that resulted in excellent ROI. So, before you decide to declare your PPC ads DOA, there are six things you should consider. Let's start with the Ads you create.
