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Cenicola-Helvin Enterprises presents the new and improved BannerView.com Beat newsletter containing the latest tips and techniques to conducting business online. We'll also regularly feature clients we work with, as well as highlight product features and services useful to your business. Read on! (PPC) PAY PER CLICK: WHAT IS IT AND IS IT RIGHT FOR YOU? Pay-Per-Click (PPC) search listings allow companies to bid for placement within search engine results, with those willing to pay more being listed higher than others. PPC is considered effective, reliable and cost-efficient compared to other online advertising for many businesses. However, as in all forms of advertising, there are advantages and disadvantages that need to be considered. In this newsletter, we will provide you with a general description of how PPC works, it's good and bad side, along with suggestions on who should be using it. How does PPC advertising work? Pay-Per-Click advertising gives advertisers the ability to buy their position on the search engines. These purchased spots are designated as "sponsored links" and can be seen generally at the top, or to the right, of the unpaid search results listed when searching for a specific keyword. Companies such as Google, MSN and Overture (now a part of Yahoo! Search Marketing) allow you to setup accounts, deposit money and bid on keywords. What are the advantages of using PPC Advertising? First of all, it can generate traffic instantly even in minutes. If you spend enough money and get top placement, you'll be the first company the potential customers will see. Also, PPC is agile in terms of being able to adjust your campaigns in hours or daily to the market conditions. Lastly, PPC could be a bargain. If the keyword terms are very specific, the top bid could be as little as $.05 - $.10 per click. What are the disadvantages of using PPC Advertising? We mentioned that PPC could be a bargain for some, but it could also cost you a fortune. If the particular keywords you bid on are very popular, you could get caught in a bidding war and end up paying more than the advertising is worth. You may get a lot of traffic but it could be very unlikely to generate business if the right keywords haven't been chosen. This leads us to the next point, return on investment (ROI). It can be a technical challenge to measure ROI with PPC advertising, especially if you're not directly selling something via your Web site, although most major search engines will provide you with conversion measurement tools. If you want to compare your overall costs, your cost per click will stay constant while your overall cost increases. With natural Search Engine Optimization, where you invest a fixed amount of time and money to get better rankings, most likely your cost per click will go down as you draw more traffic to your site. PPC is effective for some, but not all. Here are some suggestions on how to best utilize PPC based on what it offers businesses:
In conclusion, not everyone should rely on PPC advertising alone. Natural Search Engine Optimization is good for certain types of business goals such as image/brand awareness and long-term public relations. But if you need to start generating leads and potential sales quickly, and have the budget to pay for ads which appear within popular key-phrase searches, PPC is the way to go. Many businesses use PPC effectively to acquire new customers for just under $5 per customer acquisition. That is a tremendous value, and that is why Pay-Per-Click should be considered as part of your online advertising budget. If you have any questions or concerns regarding PPC search engine listings, you are welcome to contact us at 702.312.9444. HAPPY BIDDING and GOOD LUCK! Sincerely, |
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