The Benefits of PAY-PER-CLICK within a Search Engine Marketing Campaign
- Small initial investment. The search engines don't charge a fee to place or run your ad. You only pay for the users that click thru on the ad.
- Realistic for all businesses, regardless of size. Pay-per-Click campaigns can create a level playing field for small businesses, particularly if your campaign research results in the right keywords. With the right campaign management, your ad placement might be right above or below a larger competitor or national chain. This effectively puts you in a good competitive position without having to substantially out bid the larger advertiser.
- Immediate results. The research, set up and implementation cycle of pay-per-click campaigns can take place in just a few days, as opposed to natural search engine rankings which require weeks or months to gain desired rankings. Pay-per-click campaign results are immediate: the day your ad is placed – the clicks to your website begin!
- Real-time tracking. Metrics such as: effectiveness of keywords and phrases, per ad traffic generated, per ad conversions, and many more measurements provide campaign managers with the data to alter campaigns almost in real-time. This allows you to respond very quickly to either good or bad performing ads. And unlike a printed piece or mailer, the lag time to judging ad effectiveness is hours not days. And modifying an ad can be accomplished in minutes.
- Targeted traffic. Print and traditional media generally reach a mass audience; it is difficult to target your message. Pay-per-click campaigns utilizing geo-targeting, effective keyword research and demographic site selection allows you to target your viewing audience much more precisely. Thus, pre-qualifying your customers to a far greater degree before they ever land on your website.
- Branding. Top placement on Google, Yahoo or MSN has proven to be a very effective branding method.
|
|
