An effective yet often overlooked method of promoting is pay per click advertising, often abbreviated to PPC. Pay per click advertising is a method of online marketing that is often combined lumped under the umbrella term of “search engine marketing.” Namely, this kind of advertising is usually done through search engines.
The cost of pay per click advertising is often hard to predict. This is due to the fact that the total cost correlates directly with how many visitors to a certain page click on the advertisement – hence the name pay per click. If few Internet surfers click on the advertisements, the cost is lower than if they garner a lot of traffic. This is an affiliate model of advertising – direct quid pro quo between advertiser and the host of the ad. The more clicks an ad gets, the more money the host makes. Thus, pay per click advertising is often a great incentive for those hosting the ads to display the advertisements in such a way as to grab the site visitor’s attention.
The three largest network operators of pay per click advertising are Google AdWords, Yahoo! Search Marketing and Microsoft adCenter. These operators work off of a bid-based model, which means that people who would like pay per click advertisements to appear on these sites bid on certain keywords. For example, if a hat company would like its advertisement to pop up after a web surfer typed in “hat,” it would bid on that particular keyword. No doubt that the word “hat” has multiple bidders, but the one that pays the most money gets featured the most.
Of course, the issue with pay per click advertising is that it can sometimes lead to fraud (i.e., competitors clicking on each other’s ads multiple times to drive up the cost of the advertisement), but Google and others have automated systems to guard against this.
This is a great what to get a quick boost to your business if done correctly. You can’t just throw money at it and expect your results to be good. Do the necessary research and your campaign has the ability to save and make you a lot of money. Google and YouTube has tons of research about developing and implementing your plan.
Marketing for most businesses owners can be very challenging. If you take your time to learn your industry, you will find the most effective marketing/advertising avenues. One last thing that a business owner needs to know about marketing, ALWAYS BE LEARNING. Things change, and when they do, you want to be ahead of the curve.