Jul 05 2008

PPC: Pay Per Click, and how to market on the search engines 4

 

Other possible disadvantages of PPC marketing

PPC marketing ads also require continuous funding, as discontinued payments will also result in discontinued ads. This can be unfavorable for a website that has already built high rankings with their PPC marketing ads, only to have them switch off unexpectedly or because your budget runs out.

 

Bidding on keywords can also be quite costly, as the growing number of websites on the internet struggle against each other to bid on the most popular keyword for their PPC marketing ad. However, if you target your keywords carefully, write tight and relevant PPC ad copy, and land them on a page which is also carefully keyworded, you should convert your visitors into ‘buyers’-get them to sign up for an email newsletter at the very least, and if you are very fortunate, you might even get a sale.

 

Obviously small business websites can be at a disadvantage in the PPC playing field because they have far bigger budgets than most of us. However, if you learn the PPC game well, you can actually perform better than their ads, which often use automatic keyword insertion, and thus create nonsense results (like many of the ads for amazon or ebay)