What is Pay Per Click (PPC)
Pay per click (PPC) ads usually appear in a colored box on search results pages and are separated from the regular search results on most major search engines and portals. Many of the larger PPC networks have many search partners and large global sweeping contextual advertising networks. Estimates suggest that between 10% and 30% of purchases which originate from search come from pay per click ads. Currently Google AdWords and Overture are the two largest pay per click search engines.
Pay per click search engine marketing has virtually no risks other than the budget you are spending buying the clicks. This means that you don’t need to be concerned about your site getting banned from a search engine for PPC services. The recurring costs for PPC marketing can be expensive since you pay for every click. Some of your more malicious competitors might click on your ads to cost you money, a practice that seems to be more prevalent in high margin industries. It is important to track your ads and report suspicious behavior.
Pay per click marketing may provide a fast and cheap alternative to investing in a full service SEO program. This method could possibly help you test your business model before investing into quality SEO services. Over time high quality SEO is likely going to be work out to be more effective and overall less expensive than most pay per click marketing, though the value of each depends on a market. Many marketers and webmasters use both PPC and SEO in tandem. The only way to be sure of the value provided by each is to test and track the results.
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