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When Should You Consider Using PPC?

Posted on : 27-10-2010 | By : stargaterich | In : Internet_Marketing

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You may have heard of the Google Adword ban and the so called (Goggle’s PPC marketing strategy) slap nightmare on hundreds, if not thousands of advertisers who woke up to the surprise and shock of being informed that their account has been banned or terminated. Should you therefore still consider using PPC (pay per click advertisement) marketing and is it worth the money?

Some people advocate doing away with PPC marketing since it is quite apparent that it is becoming increasingly difficult, competitive and expensive to bid for popular keywords. Pay Per Click marketing strategy is also known as performance based marketing whereby you only pay when someone clicks on your ads, how much you spend depends on the number of clicks and the cost per click (CPC) for the keywords which you bid.

Furthermore, Google is known to be tough with those who violate their PPC marketing terms and conditions. The rules and criteria pertaining to PPC marketing is not fix and if you are not careful you might just lose your account and become another statistic of those suddenly losing a major source of advertising revenue.

The equation is pretty simple. You will lose money if the cost per click for your ads is high and those high number of clicks do not convert to successful sales (E.g. People click on your paid ads but they don’t buy the product or service ). Getting high traffic (high number of visitors) to your website does not necessary guarantee nor translate to high profits especially if you are dealing with Goggle Adwords.

You may wonder despite these negatives aspects, why so many people are still embracing PPC marketing? Unlike natural search traffic (also known as free traffic), your paid ads could easily rank top within hours after your PPC campagin goes live. You don’t have to struggle and wait for days, weeks or even months to have your webiste rank high in the SERP (Search Engine Ranking Page).

In a nutshell, you pay search engine companies such as Goggle, Yahoo or Microsoft to have your product or service listed and display in front of hundreds of thousands of visitors; people who search for the keyword phrase which you bid for . The higher cost per click you paid for, the higher chances it is for your ads to appear in the search engine sites.

Organic search traffic (also known as natural search traffic) is not REALLY FREE as much Internet Marketing Gurus would like you to believe. In the strictest sense you are basically trading your time in terms of efforts and focus to increase natural traffic to your website (essentially the money that you would’ve otherwise need to invest in bidding for keywords with PPC in paid advertising is replaced by extra hours you have to put into search engine optimization).

Thus in some way, this form of advertising strategy is also known as paid search marketing. You pay to get your website, for instance the product landing page display for the relevant keywords in the shortest possible time. It is pretty much the same as the way conventional brick and mortar business works whereby you spend money to buy for ad space of magazines, newspaper, cinema ads and Yellow Pages to have your business listed and published. You can normally see results in matter of hours or days instead of weeks and months.

One of the most effective ways to do market research is via PPC marketing. Since you can normally get results fast, usually within hours or days after you launch your paid ad campaigns, you can avoid wasting time on product/service that won’t sell or where there’s no adequate demand. You can made early adjustment to either your sales marketing letter, landing pages, or even keyword phrases through PPC.

Once you have determine the keyword phrases, sales marketing letter, keyword phrases and its associated estimated cost per click, you can then work on the organic search traffic (SEO) optimization based on the factors that you have gathered through paid ads marketing.

Summary

Don’t be mislead that PPC marketing is unimportant or ineffective. On the contrary, paid advertising is quite effective if you do it the right way. Proper keyword phrase research is essential and if possible try to target long tail keywords or less popular and less competitive phrases. This would translate to lower competition and thus lower cost per click.

You can make use of PPC marketing such as Goggle Adwords to gauge the effectiveness of your new product/service on targated customers. Keyword phrases, sales letters and landing pages that do well in pay ads usually will also do well likewise on organic SEO.

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