Advertising is an age-old trick used to increase the consumption of products or services. The advent of the Internet has given us more avenue to advertise aside from the usual, and costly, newspaper, magazine, billboard and television ads.
The Basics of Pay-per-click Advertisement
In the last years, pay-per-click (PPC) has gained significant popularity as far as Internet advertising goes. In this type of advertising, a company pays the advertising hosts or affiliates if, and only if, their advertisement was “clicked” by users. The number of times clicked determines how much the company should pay the affiliate. Pay-per-click advertisements can be placed on websites, articles, e-mails, and even blogs; places where an average consumer would most likely see it, thus increasing the visibility of your products or services and directing traffic to your website.
But a click does not necessarily equate to a sale, and there is no hard evidence on the efficiency of pay-per-click advertisements in increasing the consumption of products or services. Thus, there is no 100% assurance that the money you’re spending for this type of advertisement is really worth it.
If not all clicks equate to a sale, why should companies continue to use pay per click?
Reasons for Using Pay Per Click Advertising
First, pay-per-click advertisements are not intrusive and not interruptive. Thus you can be sure that consumers are clicking on pay-per-click advertisements are looking for products or services that they are interested in and intending to purchase. It also doesn’t generate negative feelings towards your products unlike spam and pop-ups.
Second, pay-per-click advertisement is comparatively cheaper than other types of advertisement like TV ads, magazines, and billboards. Pay-per-click advertisement is also more flexible than other types of advertisements. You can easily change the content of your advertisement or even stop advertising, and you won’t be charged for it. Again, what you’re paying for is the traffic that they generate, and not the ad placement per se.
Lastly, because pay-per-click advertisements are based on keywords, you can easily limit your intended audience to those who are actively searching for the products and services that you offer and those who with real intention to purchase. Therefore, for pay-per-click advertisements to be really effective, you must pay special attention to your target keywords. Sometimes, it helps to ask help from a specialist on which target keywords would work best for your advertisement.
You also have to be careful. Pay-per-click advertisement using the bidding model can bleed you dry because popular keywords tend to be more expensive and you can end up paying up to $5 per click if you bid for the use of the most popular keywords. You can try the flat rate model first if you just want to see if Pay-per-click advertising will work for your business. If it works, then you can continue and adjust as needed, maybe move to the bidding model to generate more traffic. If it doesn’t give you the result that you want, then you can always try other means of advertising.
The good thing about pay-per-click advertisement is it’s considerably cheaper that you can afford to take it for a test run. Depending on the host or affiliate, you can even choose to set a threshold for minimum earnings. This means that you do not pay unless the host or affiliate can generate the agreed amount of clicks, thereby ensuring that they are really exerting effort into getting a good amount of traffic to your website.
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