subject: Pay Per Click Advertising is the Premier Choice For Excellent Results by:James A Karl [print this page] I used to work for a company that advertised to doctors, nurses and other medical professionals online. They had a great service to offer and they got a pretty steady stream of site visitors. Unfortunately, they never felt it was necessary to advertise online in any way, such as using pay per click ads, and their new customer base became stagnant. They had to lay off 90% of their staff and blamed the economy for their troubles. The reality was that they exclusively used traditional forms of advertising to get attention and shunned the newer and more effective pay per click marketing that is being used today.
With direct mail campaigns, my former employer experienced a 1%-2% response rate from their efforts. The amount of money poured into this was 98% wasted because we weren't doing things the right way. You know the drill: purchase targeted direct mail lists from a company who specializes in this. The more specific your audience, the more you pay for the condensed list. But paying for watered-down lists that have more people than would be a part of your intended market is not good practice either. However, after the staff time spent to upload and format the lists, load them into our PDF templates, prepare reports to track response rates and pay a direct mail house to print, stuff and mail them...we'd spent far too much to make any money off of the less than 2% that would actually respond.
With television and radio ads, everyone pays the same dollar amount for a spot at that time. The morning shows on the radio as well as prime time TV in the evenings are the most expensive spots. If you are paying to advertise in this way as your primary marketing effort, you are overpaying for getting your name heard. On the radio, people can turn to another radio station and never hear your commercial. On television, people often times change the channel or get up and walk away when commercials are on. This is not the best way to go. Either of the aforementioned methods of advertising reminds me of eating soup with a slotted spoon: you'll be sure to get a few drops of soup here and there, but the majority of it slips right back into the bowl.
With pay per click ads, you get what you pay for. Your return on investment will be much higher because companies who get these messages out are PPC advertising experts. They take a well-rounded look at your business, web site, and product or service and put together a campaign that will get you the best possible ROI. Pay per click marketing firms will be able to get your pay per click marketing message onto the World Wide Web in the most effective and result-driven manner. The best compliment to hiring a company like this is to purchase a pay per click management program. These software applications are easy to use, don't cost much, and will provide you with detailed information about how your advertising dollar is being used.
About the author
James A Karl is a regular contributor to small business start up loans. For a Simple, Easy to use Pay Per Click Guide, visit today! http://www.atouchofbusiness.com/
