Customers often ask me about pay-per-click (PPC) advertising programs with a certain amount of skepticism behind their questions. Paid ads are how the search engines make a profit, after all, so how do we know we’ll benefit as they squeeze what money they can out of us?

Many are surprised to find, once their campaigns are running, that PPC does indeed offer the strong return on their investment that they’d hoped for but never expected. Why? Because paid search programs offer a great deal of control over how you get your message out. You can deliver your ads to the audience you want, show them the message you want, and get them to the ultra-effective web page that you choose. Well-crafted PPC campaigns attract highly targeted visitors that are often more likely to convert than organic search visitors.