Clicking With Online Adverts
For a small business competing in a niche market it is
becoming ever harder to achieve high rankings in the free
search engines. Pay-per-click ("PPC") advertising can be
a great alternative
Discover how to use PPC search engines correctly and you
could be well on the way to Internet success. However, used
incorrectly you could be on a fast track to bankruptcy. So,
as I'm sure you can see, it is essential that you
understand PPC and use it to your advantage.
Placing an advert on the PPC search engines can be like
attending an auction. Here, you will bid on high ranking
positions for the keywords relative to your business.
Traffic to your site will be generated by visitors to the
search engine clicking on your advert. Each time a visitor
does click on your advert you pay the search engine the
value of your bid. Bids can cost as little as five cents,
or as much as ten dollars for a much more competitive
keyword.
Now I'd like to discuss some advantages and disadvantages
of advertising with PPC search engines. Advantages first :-
1. You are only required to pay when someone clicks through
to you site.
2. Can be an inexpensive method of attracting targeted
traffic to your site.
3. Anyone can get the top advertising spot if they outbid
the competition.
4. You can usually have a PPC advertising campaign up and
running in a matter of minutes, and making sales almost
immediately.
5. If your advert is not successful you can cancel or amend
your listing with immediate effect.
6. Adverts can be tested and amended very quickly and very
simply.
Don't forget that there are disadvantages too.
1. Not everyone who clicks on your advert is a potential
customer. You will have to pay for these junk clicks though.
2. The cost per click can escalate if you and and your
competition become involved in a bidding war over that top
spot.
3. Your advert may be subject to a strict review prior to
approval. This can delay the start of the campaign
considerably, and you may not like the final advert they
approve.
4. A poorly worded or, even worse, misleading advert could
generate traffic but not make sales. Unless you've placed a
restriction on your advertising budget, your business could
quickly be on the road to insolvency.
So how do you start with PPC advertising? First you need to
establish which keywords your potential customers are
searching on. No point in bidding for traffic on an
inappropriate keyword. There are many ways of doing this
research, unfortunately it is way beyond the scope of this
article. But this is an important step that shouldn't be
missed and I'll be covering it more fully in a future
article.
Another essential piece of knowledge you require before
entering the bidding fray, is the monetary worth of a
visitor to your website. By this I mean the average revenue
generated by each visitor. This will be your guide to how
far you can push it in the bidding process.
It may be the case that your site is new and you have no
visitor experience, but want to use PPC advertising to test
your sales copy.Then be careful and track your costs and
sales copy closely. Initially set yourself a daily budget -
an amount you can afford to lose if the traffic fails to
convert to sales. If your copy is attracting customers like
crazy then increase your budget accordingly.
You're just about ready to dip your toe in the water. I've
simply given you an outline here and this is only my
interpretation of PPC advertising, which I suggest you use
as a stepping stone to finding out more for yourself.
Wishing you every success with your online advertising.
Five Marketing Mark Vandorone provides a simple,
fast, and extremely powerful source of online advertising.
You can test Mark's service by visiting
www.fivemarketing.com
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