In the good old days (oh no he’s off again) before the rise of Pay Per Click and the internet there was a variety of different ways to promote your business including; newspaper advertising, trade magazines, trade fairs, direct sales forces, bill boards, flyers and the "piece de resistance" being TV and Radio.
All of these things had two things in common;
1. They were/are expensive
2. They had limited audiences
3. There was no guaranteed result
Of course each and every one of them has individual benefits otherwise they would simply have become obsolete, but the advent of Pay Per Click Marketing not only expanded enormously on the customer targeting strategy, it allowed any single individual or business to promote any product across the entire world instantly at a cost of pennies.
Pay Per Click Marketing or PPC is something that I have introduced to my hobbyist website and indeed appears opposite this article on my blog, in the form of adverts attached to my page directly by Google. Pay Per Click Marketing does not harm my blog, in fact people having read my articles may say they make the blog interesting. But the people who own these adverts have not yet paid for them.
If you click on an advert, you will neither be charged for the privilege nor be whisked away indefinitely from my thoroughly interesting blog. Google, Yahoo, Microsoft and many others have gone to great lengths to develop systems to try and ensure advertisements that lead to relevant subject matter will be the ones displayed, in the hope that you will find them interesting and informative enough to click on one or more of them and this is where the Pay Per Click theme comes in.
The moment that you click on an advertisement, somebody other than yourself will be drafted a bill for the privilege of receiving that click. I stress that at no stage will this cost you the user a dime, the owner of the advertisement (i.e. the Pay Per Click Marketer) will have the bill, and also the new potential customer.
But it doesn’t stop there, for example if I the owner was myself to click on the advertisement, the click would not be registered as Google are aware of my I.P. address and my internet supplier, in fact it is so frowned upon that even when recently I genuinely wanted to receive more information regarding an advertisement on my site, I became paranoid for about a week that I may have been banned by Google! Thankfully they just discarded the click.
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Pay Per Click Marketing is a very complex business and can be quite an addictive past time to get involved with, as strategy for website owners can be of great importance in making their sites profitable. "Automatic" bidding wars are regularly held in order to gain ad placements on the most popular websites, with some companies prepared to pay many dollars for each individual click. Such bidders put me to shame as I will only ever pay 1 or 2 pence per click as my site is an information only website and doesn’t physically sell anything or affiliate itself to anybody, but I do find myself getting lost in the strategy side of Pay Per Click Marketing as with my mediocre advertisements I will try and get them to pay for themselves by drawing more clickers through my page than through my pay per click campaign. Does that make sense?
If you have a website, especially a new one I would recommend you consider a Pay Per Click Marketing campaign as a quick way of drawing attention to your business. Whilst people aren’t clicking on your ad you will still gain from the subliminal side of advertising and will pay nothing, and when they are clicking on your ad you will pay a minimal fee determined by you, and people will be inside your site. It’s the closest I can think of in today’s business world of a "win win" situation.
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