If you are in business, you should consider using Pay Per Click or PPC advertising to market your business. PPC advertising should be part of your overall marketing plan. You should not just focus on PPC advertising - to market a business effectively, you need to consider both online and offline channels.

PPC advertising is one of the best online advertising channels around. In this article, let me share with you why pay per click advertising is beneficial to businesses:

1.Great exposure. Search engines like Google and Yahoo have millions of visitors every day. And one important benefit of advertising your website on search engines is that you can lure customers away from your competitors. When people search for something online, they tend to limit their explorations to the first few results. Therefore, if you are able to get your ads near the top of the search results page, more people will see your ad and click on it. This will nullify your competitors.

2.24/7 advertising. If you have enough budgets, you can have your ads running for 24/7. By having 24/7 advertising, anyone searching for your product or service in any time of the day will be able to see your ad and explore your website. This will increase the number of enquiry for your business.

3.Instant exposure. Pay per click advertising allows you to have a top position for your ads right from the beginning. You do not have to wait for months. Once you have your campaign set up, your ad can show up within a few minutes and start getting impressions and clicks.

4.Save money. With PPC advertising, you will only pay when someone clicks on your ads. With other forms of advertising, you will need to pay for the ads regardless of whether the viewers take action.

5.Able to track campaign performance. The best thing about pay per click advertising is that you can track the performance of your campaign. With other forms of offline advertising, it is impossible for you to track the number of people who take action after they have seen your ads. With PPC advertising, you can track the impressions, click-through-rate (CTR), visitor's value and even sales/enquiry conversions. When you are able to track the performance of your campaign, you can fine tune it to make it more effective.

Unless you have a huge budget, I will recommend you to have your ads appearing between the third and sixth positions of the search engine result page. This allows you to have enough exposure for your ads, as well as to save money by not having to pay high cost per click for the first 2 spots.