Small organizations have a tendency to naturally focus on free and organic means to raise their profiles online, things like social media and search optimization. That makes sense, but there are also a number of highly targeted ways to gain attention for you brand or cause, and they don’t have to cost much money.
If you glamorize the Mad Men-esque world of print advertising with its glossy concepts and highly visual execution, pay-per-click advertising might seem distinctly unsexy to you. But what’s sexy about it is that its unequivocally the most effective and targetable spend online. For small businesses and nonprofits, maximizing every penny is not only a priority, its a survival mechanism.
Pay-per-click ads are the bread and butter of micro marketing plans. They are the largely texts ad you see on the right hand side of Google search results pages, and on the right hand sidebar of Facebook. The reason why they are so brilliant is that they draw from a bank of money incrementally and can target users down to the most specific niche or geographical area. Best of all, you don’t pay for them if they don’t work. [Read more…]