How To Click With Online Advertising
by: Mark Vandorone
Clicking With Online Adverts
If your business is small and operating in a niche
market, you need an alternative to the free search
engines that are becoming even more competitive and
complex. Pay-Per-Click ("PPC") advertising can be that
Study the workings of the PPC search engines and
you'll bo on a fast-track to success. Conversely, poor
knowledge can put your business on the slippery slope to
ruin. Listen to me carefully now! Learn how to operate
PPC search engines and you will have a great advantage
over your competition.
Advertising on the PPC search engines can be a bit
like attending an auction where you can bid for the top
ranked positions on the keywords of your choosing. Every
time a visitor reaches your website by clicking on your
advert at that search engine you pay the value of your
bid. Bid values typically start at five cents but can be
several dollars for certain highly-competitive keywords.
Let's consider the advantages and disadvantages of
PPC advertising. First some advantages -
1. You don't pay unless someone clicks on your
2. Can be an inexpensive method of attracting
targeted traffic to your site.
3. Anyone can get the top advertising spot if they
outbid the competition.
4. Some PPC search engines enable a campaign to be up
and away in minutes. Not very long after you could be
5. Adverts can be cancelled immediately if they are
6. Adverts can be tested and amended very quickly and
Unfortunately there are some disadvantages we have to
discuss too -
1. You could be paying for junk clicks. i.e. people
who click on your advert for the sheer hell of it.
Probably your competition.
2. Competition over that top spot can result in a
bidding war, driving up the cost per click.
3. Some of the PPC search engines have rigorous
approval processes for adverts. You don't always end up
with an advert to your liking, or it could take a long
time to get the advert agreed.
4. A misleading or poorly crafted ad can result in
traffic that doesn't convert to sales. If you haven't
restricted the advertising budget to something you can
afford - then in these circumstances you could be on
that fast track to bankruptcy.
Having considered both the upsides and the downsides,
how do you get started with PPC advertising? First and
foremost you should carry out some research into the
keywords that your target customers are using to search
for your type of product or service. Techniques for
conducting this research are numerous, but lack of time
and space here prevent me elaborating further. I will
cover this topic further in a future article.
Another essential piece of knowledge you require
before entering the bidding fray, is the monetary worth
of a visitor to your website. By this I mean the average
revenue generated by each visitor. This will be your
guide to how far you can push it in the bidding process.
If you want to use PPC advertising to test your sales
copy on a new site with no visitor knowledge, then
monitor your costs versus sales closely. A daily budget
is advisable at the outset. Limit your spending to
something you can afford to lose if the worst occurs and
you don't make any sales. Raise this as appropriate once
you can see the sales conversion rate.
You're just about ready to dip your toe in the water.
I've simply given you an outline here and this is only
my interpretation of PPC advertising, which I suggest
you use as a stepping stone to finding out more for
Here's to your online success with PPC advertising.
|About The Author
At Five Marketing Mark Vandorone provides a
simple, fast, and extremely powerful source of
online advertising. You can try out Mark's service