Jul 04 2008

PPC: Pay Per Click, and how to market on the search engines 3

Possible drawbacks of PPC marketing


Despite the obvious advantages of PPC marketing, there are possible drawbacks that can cancel out its benefits. One of the most common problems associated with PPC marketing is the inexperience of many people attempting to use this profitable advertising method.

Simply submitting PPC marketing ads to a search engine such as Google does not make up the entire campaign. In fact, structuring the campaign correctly is often the difference between success and failure.

But Google, Yahoo and MSN all have different ways of setting up the campaigns, which can be confusing to a newcomer to PPC advertising.

PPC marketing requires a calculated and systematic approach to setting up ads. PPC marketing involves the use of appropriate keywords, relevant ads, and strategic bids in order to get top placement on a search engines list of ad results. Getting top search engine placement (on the first page, and preferably above the fold) helps boost traffic to a website quickly and easily, and a well-designed webpage relevant to the keyword that you have bid on can easily translate into sales and thus into profits.

Without the necessary experience and knowledge to carry out a typical PPC marketing ad, your first PPC campaign may turn into an expensive disaster that will not convert at all, so you need to track and test every step of the process in a methodical manner.