Pay Per Click Advertising for Beginners (Part 1)
By Melvin Ram - June 16th, 2006Pay Per Click Advertising is used to get your website to show up on Google and other engines… by paying for it… when a prospect does a search relating to what you offer and clicks your ad to enter your site. The alternative to pay per click advertising (PPC) is search engine optimization (SEO). So why would someone pay for traffic from search engines when you could just rank high organically and get it for free with SEO? Let’s examine pay-per-click’s pros & cons to understand this more.
Pros of PPC Advertising:
- Reach top position for search phrases within hours instead of months.
- Testing out copy to identify what will pull the most clicks is easy.
- Send prospects exactly where you want them to be.
- Deep tracking of conversion and ROI is possible with PPC.
- More reliable than organic listings. You’re in control of your positioning.
- Limited time promotions are possible. This makes seasonal & events-driven campaigns possible.
Cons of PPC Advertising:
- You can waste lots of money… very quickly… if done incorrectly.
- Easy for competitors to pay more and get ahead of you.
- You get removed if you stop paying.
Conclusion
Pay per click is convenient. It allows you to reach targeted prospects quickly. It comes with big opportunity but also with big risk, if it isn’t managed well. Either commit to learning it well or hire a search engine marketing company who knows the tricks & techniques to getting results from PPC & avoid wasting money.
PS: Volcanic Marketing is a full-service Internet marketing agency that can help with pay per click account management, search engine optimization & conversion optimization.
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