PPC – Short Term Solutions

For many online visitors it is no secret that the small ads they encounter are Pay Per Click (PPC) advertising. It is estimated that only 20% of site visitors will actually click on these ads.

The good news is these ads are targeted and should be viewed by those who actually have an interest in the product or service you provide.

The basic premise of PPC advertising is to allow you to bid on keywords that are directly related to the product or service you provide. Costs for popular keywords can be expensive, so using keywords with varying suffixes may be a way to keep costs down.

The two primary reasons individuals use PPC advertising is 1) they have not optimized their website and are using PPC to gain new customers, 2) they are looking for a short term boost in site visitors with the hope of a solid return on investment (ROI).

In the first scenario the business needs to seriously look at their website and find ways to make it more attractive to both customers as well as search engines. In the second scenario the business may find some value in a short-term advertising blitz.

One potential negative in PPC advertising is that many individuals have an understanding of how this type of advertising works and may intentionally make you pay for a click that has no meaning. In other words, what some online users are doing is clicking on the ads and backing out and moving on to the next one. They realize someone is paying for the click so their actions are essentially the end result of a game designed to make the business owner pay more in PPC fees. While this may not be the norm, you should be aware that this activity can and does take place.

There is some strategy involved in making PPC advertising work for you, but the best case scenario is to rely on PPC as little as you can while doing everything you can to make your website search engine friendly.

Far too many businesses consider PPC advertising the primary way they will reach sales objectives, but the truth is the results are short term and always based on you ability to continue to feed the PPC monster (who really likes your cash). This is why optimizing your site makes so much sense. When you are able to significantly improve your site rankings through quality Search Engine Optimization (SEO) techniques you will likely find a better overall result with minimized long-term costs.

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