pay_per_click

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You only pay when your ad is clicked. All other views of the ad are called impressions and you are
not charged for them.

Clicks in this area are averaging about $0.70 for garden centers. Imagine paying only $0.70 for a
prospect to click on your ad, who is then directed to your website promotion, usually in the form of a
coupon, and comes to your garden center where they spend $1000! It happens! Even if they bought
only $100 in plants, you are doing quite well for your return on your advertising dollars. This is no
fluke. Google has a market value of 140 billion dollars! Pay per click works, and works very well.

Now that your prospect has become a customer, you now have the opportunity to collect their email
address and add them to your email marketing list. This creates a recurring opportunity to sell them
additional products and services they may have an interest in.

To the left is a simplified diagram of how the pay per
click model works.

Ads are shown only in the geographic area you have
designated, typically within a 10 to 20 mile radius.
Specific towns, bordering, or farther out, can be chosen
also.

Let's use the keyword 'plants.' All keywords are at
auction, so the more you're willing to pay for a click on a
particular keyword, the higher up in the list your ad will
appear. There are eleven sponsored ads on a page.
Pricing can fluctuate throughout the day, but we have
found the average to be around $0.70 for top
placement in Southeastern MA. Again, dependent on
how many other companies are bidding on the same
keyword, the fee will fluctuate. You can also choose to
lower your position on the page to reduce cost, but
typically consumers respond to ads further up the page.

When prospects clicks on your ad, they are immediately
linked to the landing page we have designated, in this
case, a page of coupons. At this point, if prospects are
motivated by your offer, they will respond by printing the
coupons. The better the offer, the better the chance of
converting the prospect into a customer.

In the screenshot below, you can see Blueview Nurseries at top
position under sponsored ads. The search was made for the word
"plants" as shown in the search box . Without being clicked on, their
ad has received an impression, a viewing if you will. As soon as a
prospect clicks on their ad, the pay per click fee will be charged to
their account, and the prospect will be sent to the landing page we
have created, which in this case will be plant specials.

Adwords and Websites: Pay per click

Pay per click (PPC) is an Internet advertising model used on websites, in which advertisers pay
their host only when their ad is clicked. With search engines, advertisers typically bid on keyword
phrases relevant to their target market.