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PPC Advertising
Pay-Per-Click (PPC) Advertising is one of the most popular of all marketing options for
internet businesses. It provides a mechanism to get qualified traffic to a website in a
very short period of time and at definable levels. In this article we take a look at what
PPC Advertising is all about and how it could work for your business.
What is it?
Pay-Per-Click Advertising is a relatively straightforward concept. It involves paying a
fee for every time that someone clicks on your ad/link through a specific PPC Search Engine.
There are numerous search engines that operate this way. Advertisers effectively bid certain
amounts that they are willing to pay for each click through to their site based on certain
keywords. The amount bid then dictates where you would be listed in the search engine results
for that term. The higher the bid, the higher the listing in the search results and the more
visitors you would likely receive when people search for that particular term.
PPC Search Engines
The largest and most important of all the PPC Search Engines is Overture. Apart from being a
popular search engine source in its own right, it also provides search results that are used
by some of the other major search engines. Due to its popularity and prominence, the bid
amounts can be very high for many keywords. FindWhat, Looksmart, Espotting, Kanoodle, and
Mamma are some of the other larger PPC search engines. There are, however, thousands upon
thousands of PPC search engines available, although their effectiveness may be questionable
for most businesses.
Google’s Adwords program is another very popular PPC advertising option. With this model,
you are effectively bidding for your ad to appear on the side of search results for your
specific keywords.
For further information about PPC search engines, try the following sites:
Advantages/Disadvantages
While generally a positive option for most businesses, PPC Advertising has several issues to
consider including:
Advantages
- No major expenditure required.
- Can easily test business or sales models.
- Quick to set-up.
- Fast response received to ads or site conversion.
- Ability to track conversion rates and assess return on investment.
- Control over expenditure.
- Visitors/buyers are theoretically very targeted and looking to buy (as they have
undertaken a search for a specific keyword).
Disadvantages
- Cost effectiveness – high positions for certain keywords may be very expensive and
not cost effective for many businesses.
- Need to continually review keywords, bids, and conversion rates.
- Can’t rely on steady traffic flow.
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