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Pay Per Click Advertising

By: Tristan Jud, Sat Dec 10th, 2005 12:41:35 PM

Its a new service that my company is now starting to offer. So i thought since we are now offering it I should dive into the world of Pay Per Click advertising to explain the pros and cons. First of all Pay Per Click advertising is as the name suggest you pay per click. For example you bid for a position on a search engine. Say for instance you bid 0.30 cents for the keyword "web design perth" if your keyword is the highest bidding you will recieve top position for the search. If someone clicks and only when someone clicks on your link then your account is deducted of the bidding price, which in this case is 0.30 cents. So already you should be noticing one major benefit. For those that haven't worked it out yet, you could basically have top positions for all your keywords with out having to pay for search engine optimisation services. Also the time in which it takes to get to top position would be drastically cut. Where some search engine marketing companies say it could take 3 - 4 months before you see any type of movement in your listings pay per click advertising can happen almost instantly. Now with reading just that you might be thinking this sounds terrific, how could there possibly be any downsides to such an advertising plan. Well I am sure their are I just need to look abit harder. Finding the downside to Pay Per Click marketing is extremly difficult. When you look at all the positives such as:

• Limit your monthly budget
• Change your website with out worrying about the effects on the positioning in search engines
• Almost immediate results
• You can guarantee top placement
• You can change keywords/ad copy to suite whenever
• People that are looking specifically for a product or service will clike on paid adverts firts

I am still looking for a negative or downside to pay per click advertising. One question i get asked alot is "Can i run my own pay per click campaign" the answer is of course you can however. Finding the right keywords, writing the correct advertisment copy and taking advantage of bid gaps and other little technical aspects of running your own campaign can start to get complicated. If you get a professional to run the campaign for you not only will it not cost that much it will also increase the results of our campaign. The professional can make changes and study the stats to work out what is working and what isn't and make the required changes almost instantly. Providing the highest quality advertisements of internet surfers and your company. For instance our management package includes:

• Analysing your business and identifying your online advertising goals
• Establishing a monthly budget
• Setting up an account for your business for Google Adwords and/or Overture
• Identifying which keywords your customers are really using
• Writing effective ad copy
• Bid management and optimisation
• Modifying the campaign (keywords & ad copy) as needed to improve your click through rate (i.e. the number of clicks received per display of the ad)
• Regular reporting of results

About the author: Able Net Design, located in Perth, Western Australia, Able Net Design provides web design and development solutions for both large and small clients, from complete website design to basic site maintenance. Able Net Design - web design perth

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