Pay Per Click Advertising - Good or bad?

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    1-ppc-advertising-good-badThere are many companies that are looking to build more traffic to their website. Maybe they do not have an advertising budget, maybe they have a set

    amount they want to spend or maybe they will do whatever it takes to have more visits. In a lot of these cases, companies that have the budget will resort to pay per click ads. Pay per click advertising also known as PPC is a web site advertising model used on search engines, websites and targeted websites such as related blogs and advertising websites. An advertiser only pays when a user actually clicks on an ad and visits the advertiser’s website. Advertisers will bid on the keywords that they expect their target market to use while conducting internet searches to find a product or service.

    PPC is the most effective search engine marketing campaign. It helps bring traffic to a website but it also helps brand and promote a website. A great benefit to PPC is that it requires very little knowledge or effort. Anyone with a website can type in ‘pay per click advertising’ into a search engine and easily set up a campaign. (Google hands down being the most popular) The only work that is involved is choosing your respective keywords. You only want to choose keyword terms your customers or clients would be searching for. For example, if you own a barber shop an obvious keyword would be in fact barber shop or haircut.

    Another great advantage of paid per click advertising is as long as you are willing to pay for the click to your website you will always be on top of the search engines. For someone that has an unlimited amount of advertising dollars, this would obviously be of great benefit to them. (but there are only very few companies with a budget like that)

    Compared to search engine optimization (SEO) techniques, the PPC campaigns are much quicker and effective. But, just like anything else PPC does has it’s drawbacks.

    A huge problem with PPC are companies that are willing to pay extremely high prices for certain bids. If a company is willing to pay up to $10 a click for the term Web Design Rhode Island and you are a web design company in Rhode Island attempting to rank for that keyword – be prepared to have to pay $10.01 or more for that keyword phrase.

    Another big problem with PPC is click frauds which can ruin your entire campaign and not mention your wallet. This is when people that click to your website with no intention of buying or using your services. This could be users making mistakes or users that are hired by companies to simply mess up your campaign to make it seem like traffic is flowing into your website. Even though you are not making anything off of those clicks you are still required to pay.

    Pay per click advertising is definitely an effective way to market on the web. Although owners can manage a campaign themselves we would recommend that companies spend a little more money to have a professional manage there PPC campaign.

    In terms of measuring the advantages and disadvantages we would rank PPC advertising as a draw. There are equal amounts of pro’s and con’s when it comes to pay per click advertising and ultimately it depends on your company and your needs. If you have a large budget a good PPC campaign is a no brainer. If you are a smaller company we would recommend a good SEO plan for your website – even if it means hiring professionals.

    Amanda Kelly

    Amanda is an active writer for J&R Marketing. Covering a wide range of social, marketing and business topics, Amanda also provides consulting services to many small businesses. 

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