PPC Advertising Isn’t Effective For Long Term Marketing

PPC, which is also known as Pay Per Click advertising, has been a highly effective direct marketing method. However, it may not be an ideal web marketing method for the long term. Why is this?

PPC requires you, as the business owner, to keep paying for clicks. In other words, you are buying traffic. Hopefully, the clicks you get are targeted traffic. Since only targeted traffic leads to sales, you would be wasting time and money if the traffic you bought does not convert.

In theory, PPC advertising sounds like a great concept. You pay only when a web visitor clicks on an ad and visits your website. If there are no clicks, you pay nothing – even if your ad gets displayed over a million times. This sounds like a great way to save money. But in reality, this is not really the case.

You see, most PPC advertising uses a bidding system to price their clicks. In other words, all advertisers will have to bid against one another to buy clicks. The advertiser who can afford to bid the highest will get the highest preference in the ad system and will receive the most traffic.

Such a system will work to your advantage when the system is relatively unknown. That is, there is a lack of advertisers competing for traffic in the network. Of course, there is the assumption that the network has got plenty of traffic. In such a scenario, the cost per click will be cheap and you will be able to keep your advertising costs low.

Unfortunately, this scenario doesn’t last for very long. And this is true for almost all PPC advertising networks. In the beginning, you will be able to get clicks as low as 5 cents. Maybe even less. But as more competitors jump on the bandwagon, the cost per click gets inflated and soon, your PPC campaigns become unprofitable.

What happens when you are paying too much for clicks? If you don’t stay profitable, you won’t be able to keep paying for the clicks. Your PPC advertising campaigns will fail in the long run. When you campaigns top, it’s almost as if your entire Internet business grinds to a halt. No traffic means no sales.

So what can you do about this?

The solution is simple. Stop depending on PPC advertising as your sole traffic source. Invest in other sources of traffic such as search engine traffic, banner advertising, word of mouth marketing, and so on. The more marketing channels you have, the higher your chances of success.

PPC is here to stay and will not be going away any time soon. But if you are to depend on it, be aware of the risks you are taking. You may just be pouring money down the drain if you don’t know what you are doing.

PPC Advertising and the Role Played by It

Whether it is a content website, internet advertising or the popular search engines, Pay Per Click advertising is used everywhere. Even various blogs, which are currently mushrooming in the web space, under the system of the PPC, the advertisers have to pay when the users click on their respective advertisement. This is where PPC gets its name from.

Biddings and PPC Providers
Initially, the advertisers bid on the keywords or the key phrases which are available under their respective areas, so that they are relevant to the target market. In case, the search engine aficionados type the particular phrase which the advertiser has purchased or has the rights of, the needed advertisement gets displayed. There are different types of matching also, which regulates the revelation of the ad with the different key words.

Google and Yahoo have evolved as one of the most powerful and dominating PPC providers. For example, the cost per click system, as to how much should be the rate when the user clicks the advertisement is regulated on the level of popularity of the search engine. For this reason, there are several bidding mechanisms which have been set. At the same time, the entire mechanism of PPC is very transparent and frauds can be easily reported.

PPC Types, Search Engines and Products
The keyword based PPC is basically focused on to the point matching of the key phrases and the model numbers of the products. A list of links of the various advertisers appears when a user searches for the particular keyword. These links are in tandem with the subject of search which was selected by the user.

Presently, the famous PPC search engines are Ask.com, Yandex, MIVA, Yahoo! Search marketing, etc. In trainings, one gets to understand the manner in which the advertisements should be created or the kind of ads which should be purchased so that in maximum of the cases, the respective links appears on the search pages. At the same time, they also teach how to utilize the PPC product engines in the most user friendly manner. Some of the PPC product engines are Shopzilla, Shopping.com and PriceGrabber.

The trainings also educate the professionals regarding the various feeds which should be entered in the database of the service engines. Some of the famous PPC search engines are TripAdvisor, SideStep and NexTag.

Further Fundamentals of PPC
The professionals also come to know regarding the other fundamentals of PPC like the Pay per call, the Pay per action and the pay per delivery systems, which play a very crucial role in revealing the links and promoting the website. They also learn about various other aspects like the cost per mile, the performance based advertising, the cost per engagement and various compensation methods. In a nutshell, it is important to attend seminars and trainings to learn the elementary skills of PPC advertising in a more substantial manner.