Pay Per Click Marketing Campaigns
Pay per click (ppc) is a method of increasing traffic to your website, by purchasing advertising from third party companies, payment is based on traffic
The type of company which sells pay per click advertising space varies, but the most common are the search engines with offerings such as Google Adwords and Overture / Yahoo Search Marketing, where traffic can be purchased based on the selection of keywords i.e. visitors to Google who search for a specific keyword, will be shown your advert. The advert in this case consisting of a text hyperlink and a short text description.
With pay per click advertising, some of the risk of advertising is minimised as you only pay per click, therefore each time you incur a cost you should (in theory) get a visitor. Unfortunately, this is not always the case as some automated programs (spiders) may click through your advert, and whilst the company which your advertising with will usually discount activity like this, it is likely that not all spider activity will be eliminated. There have also been cases of click fraud, whereby parties click on an advertisement to inflate the cost of your advertisement, whilst the search engine companies could be trusted in this respect, certain unscrupulous competitors of yours may not be. Thankfully, there are however methods to eliminate this problem.
Although some of the pitfalls of pay per click ppc advertising have been identified above, this form of advertising is a highly targetable and highly measurable method of attracting some of the most important traffic on the Internet. It can provide an insight into response marketing much more easily than with more traditional forms of advertising. If done properly it can be very profitable.
Advice: It should certainly be tried, but test thoroughly using a variety of keywords, enforce a strict limited budget until you refine keywords and build up confidence in the campaign.
More advice is available from a pay per click consultant
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