For those of you who haven?t used a Pay Per Click advertising
platform like Google Adwords or Yahoo! Search Marketing, take
notes.
Pay Per Click advertising refers to a style of advertising where
the advertiser pays to display a link, an image, or text ad
based on the number of clicks. Specific keywords are bid on and
results are displayed, and advertisers pay their click prices to
have their ad displayed for their selected keywords (Sponsored
Results or Sponsored links).
PPC programs can deliver instant targeted visitors to your
website in streaming amounts, but what are the downsides?
Click fraud.
It has been estimated that up to 38% of all clicks through PPC
advertising are fraudulent. Allegations have even been brought
against the major search engines for not doing their part to
control the click fraud issues, and critics are quick to point
out the fact that search engine companies earn 99% of their
income through this advertising method.
Industry analysis?s predict a change in the next few years as
PPC advertising shifts to CPA advertising with search engines.
This will eliminate the click fraud issue, because advertisers
will began to pay for actions instead of clicks. This form of
advertising will become the most dominant form of online
advertising.
That being said, is it still possible for a company to profit
from PPC advertising?
Certainly!
A properly managed PPC advertising campaign can still be the
most effective online advertising method for a company. It IS
still possible to achieve a great ROI for a particular product
or service, and will continue to drive the most traffic, clicks,
and sales for online advertising for years to come.
About the author:
Evan Ernst is a marketing and search engine optimization
specialist, who has several years experience in online
advertising. His company Adworkz offers online marketing
services and consulting for any size business. www.adworkz.com
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