Pay Per Click Placement
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Internet advertisers may choose pay per click placement strategies to increase and monitor traffic. By submitting websites to popular search engines or buying space on advertising networks and affiliate sites, ecommerce entrepreneurs can target specific consumers and boost sales. Pay per click placement refers to rankings search engines give to merchant sites based on several factors: relevancy of content, prevalence of popular keywords and phrases, and the frequency with which visitors click onto sponsored links or ads which appear on search portals. Pay per click (PPC) advertising works in three ways: (1) advertisers who submit sites to search engines and PPC vendors pay a small fee each time a visitor logs onto their site; (2) PPC vendors pay advertisers each time visitors follow sponsored links to advertiser sites accessed by search engines; and (3) advertisers pay affiliates, independent website owners who agree to host links to advertiser sites, each time visitors click on sponsored links. Smart network marketers can earn residual income by posting sites and driving visitors to log on; and every click can be converted to cash. Far greater than PPC to cash conversions is the conversion of ones soul to Jesus Christ. "Repent ye therefore, and be converted, that your sins may be blotted out, when the times of refreshing shall come from the presence of the Lord; And He shall send Jesus Christ, which before was preached unto you:" (Acts 3:19).
Sometimes Internet merchants have tunnel vision: they honestly believe that just posting a nice looking website will attract shoppers. But merely having a web presence is only half of the equation when it comes to online marketing. Websites amuse, entertain, and inform; but if they don't make money, they are pretty much useless. Most Internet advertisers are in business to earn income, period; and in order to turn listless home pages into cash cows, the key is to develop and implement online strategies to optimize a site's exposure and increase sales. Pay per click placement ensures that traffic to advertiser sites is monitored and tracked; and the plus is the revenue effortlessly generated by partnering with popular web portals, affiliate and network marketers, and online ad vendors.
Search engines rank and place merchant links or banner ads above the fold, or within the first viewing screen (without having to scroll down) that a visitor sees. The best pay per click placement is won by advertisers whose sites get the most visitor hits. Sites which contain the most relevant keywords and phrases, mega tags, content relevant products or topics, and encrypted directions are those which search engines most quickly access in response to visitor queries. When visitors type specific key words and phrases into a query, search engines will locate sites which closely match keyword queries. Merchants with the highest PPC count, most relevant keywords, and closely matching mega tags get priority in search engine rankings. And that priority translates into a greater number of visitor clicks, which in turn can mean money in the bank. Ca-ching!
Instead of employing shot-in-the-dark advertising strategies used in conventional print and electronic media, pay per click placement can help advertisers track exactly how many consumers visit and view the site. The implication of being able to tabulate site visitors is amazing. In newsprint and magazine advertising, merchants place ads according to a specific circulation or distribution to households. Although a weekly tabloid can boast about a circulation of 100,000; it is anyone's guess how many people will actually see, read, or respond to an advertiser's ad. Between the newspapers that get tossed into the wrong yard or taken out with the Monday morning garbage, there is no way to accurately assess readership. Additionally, getting consumers who saw the ad to get in the car, stop by the ATM for some mad money, or gather up the credit cards to make a purchase takes constant reinforcement, in-store point-of-purchase marketing, an army of sales personnel, and more. Conversely, shopping online is quick, fast and immediate -- a plus for merchants and a convenience for consumers.
Shopping in cyberspace monitored by pay per click placement provides advertisers with 24/7 tabulation and generates accurate reports according to the number of hits. While online merchants only pay a miniscule dollar amount per visitor, usually less than $3 per thousand, the value to an ecommerce entrepreneur is priceless. Visitors who actually click onto merchant sites automatically become willing potential customers as they browse home pages and hopefully respond favorably by making an online purchase. Contrast the immediacy of Internet shopping versus waiting for newspaper and magazine readers to eventually respond -- the next day, the next week, or never; and the decision to utilize PPC promotion is a no-brainer.
What are the drawbacks of pay per click placement? The biggest disadvantage to employing PPC promotional strategies is that competitors can cause advertiser costs to search engines and vendors to go up by repetitive fraudulent clicks. Merchants don't mind paying for legitimate hits, but when fraudulent visits are recorded, they will wind up paying for clicks that don't count when it comes to making a profit. Fortunately, there are software programs and high-tech methods of detecting click-through fraud. Another drawback is the fact that affiliates that host merchant links can also click onto those links themselves to try and generate commissions based on fraudulent visitor activity. However, the advantages of employing pay per click placement strategies to attract visitors, increase traffic and boost revenue may far outweigh the risk of having to pay for fraudulent hits. When it comes to developing and implementing marketing strategies, Internet advertisers would do well to include pay per click advertising in their arsenal of tactics to increase traffic. The benefits of PPC placement far outweigh the disadvantages; and the residual income and increased exposure will pay off in repeat visitors and sales.
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