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PAY PER CLICK – FACTS AND FADS

Pay per Click or PPC as it is more commonly abbreviated is the buzzword in internet marketing. This is not surprising considering the fact that PPC is a focused internet marketing tool which helps drive relevant traffic to a website.

ABOUT PAY PER CLICK

Pay per click is not a recent breakthrough; however the way marketers and web owners have used the tool has definitely undergone a perceptible shift in recent years. The logic is simple, while search engine optimization or SEO; as it is better known can direct traffic to your website over a period of time, PPC can achieve the same in a matter of minutes.

THE QUICK FIX

Conceptually those looking for quick results invariably opt for this amazing internet marketing tool considering that within minutes of activating the ad one would begin to receive focused and relevant website traffic.

To further elaborate the case in point, if you run an ecommerce site and would like to bring in your target audience in large numbers within a short duration of time, all that you would need to do is to opt for a PPC model.

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THE STRATEGY

On the contrary if you have just launched a new service or product and would like to draw the attention of your potential customers, then the pick of options is PPC. To further elaborate the case in point, you would in all probability launch an issue – based campaign for a finite period of time. Once you have received the requisite number of visitors to your site, you would exit from the campaign.

The logic being that you have drawn your target audience to your site and as it is an expensive campaign, you would probably have a limited budget that you would not like to exceed.

IMPLEMENTATION

The campaign would invariably follow some well identified steps:

KEYWORDS

Once the relevant keyword or keyword phrase has been identified, those opting for the campaign would need to first bid for relevant keywords.

Higher the bid amount per click, greater the probability of making it to the top of search engine page listings.

THE ADVERTISEMENT

If it is the pay per click or PPC campaign which helps direct the relevant traffic to the website; it is a well drafted and meticulously outlined advertisement which will work wonders and encourage the potential customer to gravitate towards your site.

CAUTION & PRECAUTION

One major limitation of using pay per click as an internet marketing tool is that the cost of keywords may be very high. This is best controlled by ensuring that one avoids the temptation to get involved in ego bids.

The logic being that although this is essentially about buying listing space on search engines like Google and Bing, there will be times when the smart entrepreneur will pull out of the bidding without indulging in ego bids for a particular keyword. This could be attributed to the fact that at that high cost the return on investment or ROI would not be viable.

CONCLUSION

It could well be concluded that regardless of whether one is launching a new product or service or even revamping an existing one; pay per click is the pick of options. Although the campaign comes expensive because of the keyword click cost that one would need to pay, the more discerning have some very innovative solutions available: While some would limit the budget for optimum results, others may limit the duration of the campaign. Finally this focused internet tool continues to gain in popularity as it has the inherent ability to bring in potential customers quickly.

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