Is PPC Right For Me?

PPC, short for Pay Per Click advertising is when an advertiser “pays” for a visitor to “click through” to their website.

There are many different PPC programs available to advertisers, including Adwords, Overture/Yahoo, and MSN Adcenter to name just a few key players in the PPC arena today.

Is PPC advertising worth the money?

That’s the question many advertisers are asking themselves after revelations of click fraud within Google adwords, the longest running PPC program being used on the internet, have come to light.

There are no guarantees on the success of your advertising campaign, and the only faster way to lose $500.00 might be be to go to Las Vegas and lose a few hands of Texas Holdem’ Poker, and even there you might have a chance of making your money back with a little luck.
Not all clickers will turn into conversions (sales), but all clicks are billable to your bank account or credit card.

PPC campaigns are more complicated than other forms of advertising available because in most cases you have to “manage” the account in order for it to deliver traffic that converts into a sale. This would include choosing your desired keywords and placing your minimum and maximum bids (lowest and highest amounts you’re willing to pay for clicks) Maximum bids will place your advertisement higher in the sponsored results with no promise of sales.

In order to run a highly successful PPC campaign you should be willing to spend some time learning about the nuances of the program you’re participating in. Permanent one way links are often more cost effective than “disposable clicks” that have no lifeblood after they’ve been extinguished and you’ve been charged.

If you decide to use PPC, consider turning your ad campaign off during the night. In my experience with PPC very few clicks converted during the hours of 10 PM- 9AM. If you want to continue to run your campaign through the night, consider dropping to a minimum bid. This can save you a few dollars. This might also be said for weekends and holidays, depending on the nature of your product.

PPC shouldn’t be overlooked as a way to drive traffic to your site, but it can come with a significant pricetag if you aren’t careful.

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