Pay Per Click Internet Marketing

Many companies utilize pay per click internet marketing as one advertising strategy for attracting visitors to their websites. Business owners or management teams bid on specific keywords or phrases that pertain to their products or services from one or more search engines. When an individual conducts a search using that keyword or phrase, he receives a list of results that are commonly referred to as the organic result. But to the side of the organic results, or perhaps at the top of that list, will be ads from the bidding companies. In internet marketing lingo, these small text ads are known as sponsored ads or sponsored links. The highest bidder gets top placement. However, bidders only pay the bid price when someone actually clicks on one of the sponsored links to go to that company's website. Bidders assume that someone who takes the time to click on a sponsored ad has an interest in the product or service being advertised. Otherwise, the individual wouldn't want to spend time on the company's site. This is why the strategy is called pay per click internet marketing (PPC marketing).

The goal, of course, isn't to get people to click on sponsored ads and to visit company websites. The primary purpose of this advertising strategy is to turn visitors into customers. This is more likely to happen if the visitor is impressed with the business's website. The ad links to a landing page. This is the website that visitors are taken to after they click on a sponsored link. The design and development of this landing page can either motivate visitors to become customers or send the visitor scurrying to find a competitor. Companies that are serious about selling products and services online often hire the services of an internet marketing firm to assist with this business function. Such a firm can help clients with both the pay per click internet marketing and the consumer-friendliness of the landing page. For example, an experienced firm will help clients identify appropriate and relevant keywords and phrases. The professional also will help clients develop a website that provides pertinent information, makes it easy for potential customers to select items for purchase, and allows a secure and efficient checkout process.

As stated before, the goal of an online business is to turn visitors into customers. The goal of a pay per click internet marketing firm is to drive visitors to the online business's website by getting the client's sponsored links near or at the top of the search engine rankings. According to experts, marketing research shows that fewer people click on sponsored ads than click on the organic results. This means that the sponsored links bring less traffic to the landing page than the organic link. But the visitors in that smaller group are more likely to become customers than the visitors from the larger group. With the use of appropriate and relevant keywords and phrases, the business can have a positive return on investment (ROI) because a visitor who becomes a customer essentially pays the cost associated with the click. Of course, if the bid price of the keyword was $50 and the customer only spends $10, then the ROI is negative. But that scenario should seldom happen, especially if the business is relying on the professional expertise of a pay per click internet marketing firm instead of trying to handle this process on his own. Doing-it-yourself isn't always the wisest or least expensive course, even when it may seem that way. The wise individual understands, as King Solomon wrote, that: "The simple inherit folly: but the prudent are crowned with knowledge" (Proverbs 14:18).

The popularity and competitiveness of a keyword or phrase drives its bidding price. For example, many businesses might want the top spot when a search is conducted for a keyword phrase such as "gold jewelry." The phrase is common enough that lots of individuals may use it to begin a search for a birthday or anniversary present. And even though the phrase is common, gold jewelry isn't cheap. Competitors may be willing to spend a substantial amount of dollars to be the highest bidder for this phrase. On the other hand, a phrase such as "ink cartridge" is also common. But considering the low purchase price for ink cartridges, competitors aren't going to spend more than a few dollars, if that, to be one of the higher bidders for this phrase. Because of these types of nuances, however, the expertise of a pay per click internet marketing firm can make the difference between a successful strategy with a high ROI and a dismal strategy that ends up costing the business. The professional marketing firm can help a business compile a list of hundreds and even thousands of relevant phrases and assist with appropriate bidding for each one. This type of keyword management would be a very time-consuming task for a company owner or manager to handle for herself.

Some online advertising firms specialize in pay per click internet marketing while others incorporate PPC marketing with additional strategies, such as search engine optimization and direct email distribution. The savvy business owner or management team should research various vendors to find the one who can provide quality service at reasonable rates that can also measure the increase in traffic derived from the PPC strategy. The company should expect to pay an initial set-up fee, a budget for bidding on the keywords and phrases, and a management fee. The PPC marketing firm may have tiered plans that offer clients a choice of budget amounts that are tied to maximum keywords or phrases. In other words, clients that opt for higher budget amounts will be able to bid on more keywords or phrases than clients that choose smaller plans. The management fee may be a percentage of the monthly amount spent on bidding. Additionally, the pay per click internet marketing firm may offer, for additional fees, to design and develop the landing page and the sponsored links. Website activity analysis should show that the PPC strategy results in a positive ROI for the online business.

Pay Per Click Placement

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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