Essential Facts Regarding Pay Per Click Advertising
Pay per click advertising refers to creating and placing the ads for particular keywords to attract maximum traffic
. This is a revenue based model so search engines try to place the websites on top of search engine results for that keyword.
This idea came into being in 1998 via GoTo-internet marketing services. Since then the system has evolved as most competitive ad-technique.
Pay per click search engines provide instant traffic and make the website stand on top. The website should learn about the following facts before advertising:
How to write and target these ads
Tracking competitors
Proper keyword research
Most websites dont wait for market response and create suitable conditions to:
Gather feedback from market, instantly
Gather results in short period of time
Prototype ideas to trace exact demand before plunging in the new world
Advertisers have to understand some basic points before plunging themselves into the current scenario. Websites generally place an ad which does not give the same response. Then the situation can be that you are:
Not bidding high enough to get exposure
Market is unknown to that specific product
Marketing is not targeted i.e. either it is from wrong angle or for wrong people
Landing page is not so compelling or impressive
The business units should not hesitate to spend an extra penny to secure the highest position. For example: if the targeted keyword secures you second position for the search engine results; then the customer is more likely to land on first position making you lose the whole purpose and whole amount. It is better to lose an extra sum of money today than to lose the whole amount over a period of time.
In the beginning the expenditure is high because you want to test upon the effectiveness of keywords. After sometime, you gain experience and can filter out ineffective keywords and ads and make quality-based minimum bids to gather maximum response at minimum cost.
Pay per click can be done through three major players:
Google AdWords
Yahoo! Search Marketing
Microsoft adCenter
Out of these three, Google AdWords has largest distribution across network.