Understanding Pay Per Click Advertising is very important before using it.
Pay per click advertising is a great way to get visitors when you need traffic and you need it now. But it’s risky: With poor management, you can spend a fortune, generate many visits, and end up with nothing to show for it. Pay per click marketing, or PPC, is pretty simple: Search engines like Google and Bing allow businesses and individuals to buy listings in their search results. These listings appear along with the natural, non-paid search results.
If you have a short-term campaign for a new product, service or special issue, pay per click can be a great way to generate buzz. You can start a pay per click campaign within, at most, 24-48 hours, and you can generally change the text of your ad in mid-campaign, so adjusting your message is easy. If you need to focus attention for a finite amount of time, PPC is perfect.
If you sell a product or offer a service that folks can purchase the moment they arrive at your web site, pay per click is a great tool. Online stores are a great example: You know that each click generated is a real potential customer, so spending money to increase the number of clicks makes sense.
If you are trying to generate traffic for a highly specific keyphrase, PPC can often provide bargains. For example, you might not want to pay the top bid for ‘cameras’, but ‘Sony Digital Cameras’ is probably a lot less expensive ($.10 per click as of this writing, actually).
The overall rule of thumb is to Focus, focus, focus. Natural search engine optimization is a PR-based, long-term attempt to grow your brand and image. Pay per click advertising, however, should be handled like any other form of paid advertising: gingerly, and with a clear, quantifiable short- or medium-term goal in mind. In other words, concentrate on conversions, not clicks.
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Understanding Pay Per Click Advertising is very important before using it.
Pay per click advertising is a great way to get visitors when you need traffic and you need it now. But it’s risky: With poor management, you can spend a fortune, generate many visits, and end up with nothing to show for it. Pay per click marketing, or PPC, is pretty simple: Search engines like Google and Bing allow businesses and individuals to buy listings in their search results. These listings appear along
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