PPC Advertising stands for pay-per-click advertising. It is simply online marketing where advertisers pay only when their ads get clicked. In other words, as an advertiser, you are paying for the traffic to your website through an advertising campaign. Usually, you select keywords that are relevant to your business or website, sign up with PPC provider (like Google), and create ads relevant to your keywords and your website. When someone searches for a keyword you selected, your ad comes up and if it is compelling enough, that someone clicks on it and goes to your website. You pay for that click.

PPC advertising is very much different from newspaper, radio, magazine advertisement. With PPC campaign you can target your audience much better. And you are putting your ad in front of the very people who are looking for a service like you provide; they are more likely to become your customer. There is also much better and faster tracking of your success if you are serious about your return on investment. And most importantly, it is a lot cheaper for you if you do it right.

You are a small business and you know why you need a website. What is the next step? Before you dive into creting a website, you need to do some more planning and answer the main quesion: why do you need a website?

Like building a house, you need to know the purpose of your new project. Your house will look different depending on your main goal - raise children, for example, or entertain guests. What do you want your website to do: -

• advertise your company or your product
• sell your product online
• provide support to your existing customers
• attract new customers
• all of the above

After you figure out what your website goal is, you can craft a strategy. Why do you think your website will do it better than others? What is different about your services or your product or your website that your customers will choose you over your competition? When you figure that out, you have your website strategy. It is time for a website blueprint.

Your goal and your strategy will determine all your website features and content. For example, you would like your website to attract new clients. Your strategy is to do it by promoting your new and unique product. So, on the main page of your website you will feature your new product and outline the benefits. See? You just created your main content.

In the previous post I shared some baby steps a small business can take on the internet. The bottom line, however, is that you need to consider creating your own website for your small business. Here is why.

To attract new clients you need to appear professional and credible. People usually like to read what a business has to say about themselves, how it presents its products, how it differenciates itself from the competitors. Your perspective clients want to know you better before they decide to drive down and talk to you. Your existing clients might like you so much already, that they might want to subscribe to your calendar of events, or a newsletter, or specials.

From a business perspective, having your own website will allow you to completely control your message. Your business will make a better first impression by having a professional website or a virtual store front. Remember, however, that the best first impression is made by a professionally-looking website. And professional websites can only be created by a professional web designer. You can definitely create a website yourself. But can you make it look professional, better than your competition?

A professional business website will help build your credibility. You will also promote your branding and provide better service to your customers by delivering them exactly what they want, quickly. Having analyzed your website statistics, you will know what your customers buy and what they don't buy. Google Analytics makes it exceptionally easy to track your customers on your website. Statistical analysis can provide information on what you need to improve to serve your customer better. If your customer likes your web site, your sales will increase.

Today, having a website for a small business is a must. Why? Because Yellow Pages phone books are over. Everybody is looking on the internet for the most current information. And, of course, that's where your customers are - on the internet. Smart phones, Blackberries, iPhones, netbooks, laptops - are all connected to the internet. And that's where you should be if you are a small business. People want current information. A telephone book that is updated once a year does not cut it anymore. And if your customers are younger, you simply cannot afford to stay away from the internet.

My clients often say, that they do not even know where to start. The most obvious starting point is get yourself on Google maps. It is free! Go to Google Local Business Center and click "Add new business" button. Fill out a form, add a picture of your business and - vuala! - you are on the internet.

Google will call you on your business line you submitted or will send you a post card to your business address (your choice) to verify your information. You will get a 4 digit pin number to access your business information at any time and modify it. When your search for your business by name and location on Google, your business will appear in business listings below the first 3 search results.

Last step is to measure your site's performance. Your site needs to have statistics and you need to understand what they mean.

If you are still doing everything yourself, you are almost done with your website configuration. All you need to do now is enable statistics for your website.

1. In your hosting administration panel, find statistics settings
2. Enable data collection for your website
3. Check out analysis tools provided
4. Visit the analysis tool in a week to make sure that your site data is collected
5. Educate yourself on how to analyze website data

If you are working with a website developer, you have an advantage. They will do all the setup, make sure it is working correctly, setup custom reporting, and train you on what it all means and why you should care. You do not need to hit the books and learn the terminology. It is your developer's job to explain to you what bounce rate means and why your conversion is lower than recommended. It is not their job, however, to improve your marketing strategies based on the statistics, unless they sign up for it. Developers deliver information and clarify it for you. Then, you will need to interpret it and make use of it in accordance with you marketing and advertisement plan.