Engaging in pay-per-click (PPC) advertising has its own benefits and
drawbacks.
But what exactly is PPC advertising and what it can do to your business?
Business nowadays is doing different kinds of austerity measures when it
comes to advertising their products and services. This is because of
high rates of placing ads on print and on television. But there is a
fast growing approach that businessmen can utilize to bring their
services closer to the people and that is through Internet Marketing.
One tool that is causing internet marketing popularity is PPC
advertising. This is a technique used in search engine marketing that
requires one to pay a fee every time someone clicks an ad on your
website. Usually this placement is done through a bidding process. If
you are a top bidder for your keywords/phrases, you are sure to be on
the number one spot on all search engines. Just be sure of the
effectiveness of your ad copy to get the most number of clicks you need
for your business.
Here are the benefits of PPC advertising are:
1. You need not be a genius in computer and technology to be able to run
this ad campaign.
2. Immediate results are seen after a few days.
3. No need to make a website conform to the SEO rules.
4. Nothing to lose even if you do not top the pages of different search
engines. You can still always choose PPC advertising.
5. You can make use any search engine available.
6. You can type in any keyword you like.
Cons of PPC advertising includes:
1. Fixed payments every month to the search engine you choose.
2. Pay for each click received by your website. At times, visitors are
just competitors or people playing pranks on search engines. This hassle
wastes money you put in to this advertising.
3. Inability to pay for the fees next month would mean removal of your
website on the paid listings.
4. This advertising can only be used temporarily because it is difficult
to handle in the long run.
5. Pay-per-click pricing can be costly for long periods of time,
therefore, this should be stopped after an ad campaign.
But how exactly PPC advertising can increase traffic, leads and sales?
PRE-QUALIFIED TRAFFIC. All visitors of your website are already
considered as a qualified consumer or buyer of your product. PPC
advertising leads your customers to you for a lesser cost.
INSTANT EXPOSURE, IMMEDIATE PROFITS. PPC search engines enable you to
get your desired results fast. They will have your website live within
just a few hours which means immediate increase in sale.
CONSISTENT TOP LISTINGS. This is to get your website on top of the
sponsored search results for free. You just have to choose the keywords
related to your site and business and place them within your web pages.
After this, you are done.
PPC advertising enables advertisers to control their advertising
campaigns. Advertisers have effectively targeted their audience and set
their own price per click.
PPC advertising networks provide the platform
to identify the desired audience by geographic setting, topic and
industry.
These networks have a list of websites of the publishers where
the ads will be placed.
Tools are provided by the networks to check how the pay per click limit
is working for a certain advertiser.
If its still competitive, would it
be even listed among the paid search lists or does it generate sales? Of
course, if the advertiser made the highest bid, the better chances the
ad will be seen in the search engine.
These networks too provide
protection for the advertisers against click fraud.
This advertising
set-up allows advertisers to set a daily budget for his ads, thus, less
spending for unnecessary clicks. Advertiser will never go over his
budget.
In PPC advertising, what are important are the keywords and phrases.
You
have to select at least ten "very specific" keywords that would give you
the best traffic in the search.
Then, write the ad creatively but
straightforward. Tell the truth about your product or service and do not
lie.
Good thing if your product or service will not disappoint those
that are relying on your ad's promise - but what if it did otherwise?
Important too is the clarity of the ad.
Do not use very vague languages.
Include important details like the price.
You should also remember to budget your bids. Do not go overbidding
because you will only lose your money and do not go so low that your ads
will never get the chance to show up.
Check your profit against your
spending. If you see no progress then most likely you have to drop your
ad campaign.
More and more advertisers have been using PPC advertising and it will
continue to grow faster than any online advertising techniques.
From
revenues of $6.6 billion in 2014
to $9.5 billion in 2018,
cost per click will dramatically go up as well from $0.29 to $0.36.
PPC advertising is online marketing and it is going to continue in the
years to come.
For advertisers, this means increase revenues with fewer
advertising expenses, savings, more sales, good return of investment
(ROI) and effective ad campaigns in the days to come.
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