Advertising your services or products on the Internet is both extremely effective and extremely competitive. There are several ways to go about attracting traffic to your website; Pay Per Click is one of the options you can choose from, along with developing an SEO, or search engine optimization campaign. Both pay per click and SEO are targeted to get your website placed as close to the top of search engine results as possible. One of the differences is that it takes minutes to set up a PPC campaign versus months for a good SEO campaign.
Pay Per Click is a simple type of paid advertising that most search engines, including some of the largest ones, now offer. It requires a bid for a "per click" basis, which translates to your company paying the bid amount every time the search engine directs a visitor to your site. There is the added bonus that when a per click site sends your website traffic, your site often appears in the results of other prevalent search engines.
As with all marketing campaigns, there are advantages and disadvantages. If you understand the process and monitor your PPC campaign frequently, it can be very effective. One of the greatest advantages is that you never have to tweak your web pages to change your position in
search engine results, as you must do in a typical SEO campaign. What you do have to do in a PPC campaign is pay a fee.
Another advantage is the simplicity of the PPC process. You just bid and you're up and running. It doesn't demand any specific technical knowledge, though the more you know about search engines and keywords, the easier and more the process will be.
The downside is that pay-per-click is essentially a bidding war. A higher bid than yours will lower your position on search engine results. This means that you will have to raise your bid to regain your position - which can obviously become quite expensive, especially if you are bidding on a popular keyword.
In PPC, this written description is crucial. You must understand that the object of your description is not to generally attract visitors, but to be as specific as possible so that only those visitors who are likely to buy your service or product go to In pay-per-click, this written description is crucial. You must understand that the object of your description is not to generally attract visitors, but to be as specific as possible so that only those visitors who are likely to buy your service or product go to your site. You must use expert marketing copy to guarantee that your description is both precise and enticing to attract the most ideal candidates to your site. This description is your most powerful tool to insure that your bid is profitable.
Another essential element of PPC advertising is that you constantly monitor your bid. It is very important that you bear in mind that the results of the top search engines providing PPC advertising, which are Overture and Adwords Select, usually appear on other popular search engines. Because of this, the competition for top ranking is intense, and very often you will find that the bidding price balloons too high for PPC to yield a profit.
If this happens, it is advisable to withdraw your bid on that particular keyword and try another one. Remember: when you pay too much per click to make a profit, you are in essence losing the bidding war.
Since losing is not acceptable, you must have a plan in place to closely track the effectiveness of your keyword. It is advisable to monitor your keywords on at least a monthly basis.
Not only is careful monitoring important, but the analysis of visitor behavior can produce invaluable knowledge about consumer motivation, habits, and trends. Expert monitoring and consumer analysis is essential to your overall business needs, and will also insure that your PPC campaign is a success.