Pay Per Click advertising has been around a few years now. Pay per click is a multi million dollar industry which, as yet, is still in its infancy. There is no telling how big PPC will become in the future, but there are certainly many young players in the business, and new PPC search engines appearing all the time. Should we use the smaller PPC search engines? Should we use PPC advertising at all?
Is Pay Per Click Advertising a Valuable Tool?
From a personal point of view, the answer to that is a simple "yes". Quite simply, I have used pay per click advertising since 2003, and have got some excellent results. Those results have been mixed, of course, with some very bad results too. But that's advertising for you, online or offline. You try, you test, you monitor, you experiment, all the time aiming to get better and better results.
The basic advantage of pay per click is built into its name. Your ad will cost you nothing, except when somebody clicks on it to go to your website. Imagine being able to do that in the offline world: place an ad in a glossy magazine, and only pay each time somebody sends for a brochure or calls your sales hotline. I used to sell advertising in glossy magazines. Advertisers can spend $3000 on an ad and get no response. A small business can spend $500 on an ad and get no response, really hurting their business cash flow in the process.
In principle, pay per click is a wonderful idea, but the real problem is in the quality, and the quality can be watered down so easily by fraud. Remember, you are paying for a click. That click could be automated, it could be a genuine person looking for a product like yours, or it could be someone clicking because they are being paid to click.
Pay per click advertising is a valuable tool, but you need to monitor with care.
Is 9 Cents Per Click Cheaper Than 1 Cent Per Click?
My first use of pay per click advertising was with Google Adwords, followed a month or two later by Overture. I have always liked Google Adwords, and it is still my favourite today. It combines high quality clicks, with ease of use and a comprehensive amount of useful management information to help your campaigns. To me, it is way above the others, including Overture.
Once I had campaigns set up at Overture and Adwords I let them run, and it was quite a few months before I started to research the smaller PPC companies. Many of the newer entrants in the field offer tempting starting credits and bids as low as 1 cent per click. I must admit, a year ago I was quite excited about getting loads of clicks at a cent a time.
The old saying "you get what you pay for" did not enter my head at the beginning, but it soon came to mind as I saw those 1 cent payments rocket. I tried several of the newer PPC search engines, but two in particular just zipped through my funds, and unlike Google Adwords, you could not set a daily budget.
I decided to take a closer look at my website stats to see what was happening to those 1 cent clicks. What I did was compare one of the new PPC search engines I was using, with Google Adwords. The comparison was based on whether a visitor to the landing page immediately exited again, or whether they browsed other pages on the site. The landing pages were identical.
I already knew Google Adwords provided genuine visitors, as I first used them for a real estate website, and the ads led to sales; big money for small outlay. In effect, I was using Adwords as my proven control.
The results of the comparison were very convincing. Over a one month period the following happened:
1. From small PPC X, 1187 entered the landing page and 1165 of those exited the site from the same page. That's 98 % were a quick in and out.
2. From Google Adwords, 161 entered the landing page, of whom only 44 exited from the same page. That's 27% were a quick in and out.
As you can see, only 2% of the "X" visitors bothered looking around the website. If I had got the same result from Google, then I could just say it was because it was a lousy landing page. But I did not. 73% of the Google visitors went on to have a good look around the website, that's 36 times better.
So, what do we make of these figures? I used the same keywords for "X" and Google, so I should have had similar results. I have to conclude that "X" was sending very poor quality traffic, Google it's usual high standard.
I then worked out the more realistic cost per browser ie the cost of each visitor who stayed at the website and looked around. With "X" I was paying 1 cent per click, and with Google an average 9 cents per click. You will see from the following table the cost per browser for Google worked out much cheaper than "X", less than 1 quarter the price in fact:
1. The 22 people who stayed on the website to browse from "X" cost $11.87, or $0.54 per browser.
1. The 117 people who stayed on the website to browse from Google cost $14.49, or $0.12 per browser.
On the surface, it might always seem the smaller search engines are cheaper. However, it is wise to monitor the reality. If you want real visitors to your website, ensure that is what you are getting. Would you rather pay 12 cents for a genuine visitor or 54 cents?
These results are, of course, from one test. You may get different results. I think the lesson here is to monitor very closely what is happening with your paid for clicks. Cheap may mean expensive; expensive may mean cheap but good value.
All is not what it seems when you compare prices of Pay Per Click search engines.
Roy Thomsitt is the owner, webmaster and author of http://www.change-direction.com, a new website in late 2004, about working online in a home based business. He has a background in offline advertising, with practical experience of working from home in marketing since 1995, plus 2 years of experience with online marketing. He has a substantial background in financial and project management, implementing new office, accounting, computer and management systems. He is an English expat, now resident in the Philippines.
Anna Nicole Smith and The Legal Rights of Unborn Children -- Lisa Beth Older Offers Analysis on Howard K Stern, Dannielynn and Anna Nicole Smith
News and legal analyst, NYC divorce lawyer Lisa Beth Older, Esq., appeared on MSNBC News Saturday and Sunday, raising concerns about Anna Nicole Smith regarding new york family law lawyer and the rights of unborn children, custody and paternity and DNA
Massage Bill of Rights
Massage is both an art and a science.Let me begin with some general terms and facts to give you more of an idea about massage therapists that are certified and licensed.
New Learning Playbook? and the Human Capital Institute Partner to Create the Learning Innovation Network (LIN), an Executive Think Tank Focused on Lea
The Human Capital Institute (HCI), a global professional association and educator that is advancing the science of strategic talent management, and New Learning Playbook? (newlearningplaybook.com), a blog tracking innovations and trends in corporate learning and talent management among corporations, universities and government agencies, have partnered to launch the Learning Innovation Network (LIN), a think tank of senior learning and talent management professionals working in FORTUNE 1000 organizations.
CPEhr Releases New White Paper: 'Human Resources Outsourcing: A Boon for Overwhelmed California Businesses'
CPEhr, a leading California-based HR and Professional Employer Outsourcing Firm, recently released a new White Paper detailing the unique employment challenges facing California employers, and the increasingly popular trend of HR Outsourcing. The White Paper demonstrates how outsourcing certain HR functions to a professional HRO or PEO firm can reduce the risk of lawsuits and increase internal efficiencies.
How Protests Fuels Democracy
The Word Democracy come from a Greek word and is literally translated as rule by the people, and that is how the American government works, by the people for the people. The people elect our leaders in regularly held elections for every job from Town Mayer all the way to the President.
Knowledge Infusion to Lead Northeast Ohio Human Resource Planning Society March Program
Knowledge Infusion CEO Jason Averbook to lead interactive discussion on how HR professionals can optimize technology to create competitive advantage.
Kahn & Harrison Warns DWI Laws Getting Tougher, Drivers Must Know Rights
Texas Department of Transportation Awarded Houston Police Department Grant for DWI Crackdown This Upcoming Holiday Season
JWT Employment Communications Continues Support of Human Capital Institute's "Employer Branding" Initiatives
The Human Capital Institute (HCI), a global professional association and educator in talent management strategies, and JWT Employment Communications, an award-winning advertising, communications and consulting firm, announced today that the agency has renewed its sponsor of HCI's Employer Branding learning and research track. The track is one of several topics addressed in HCI's Talent Strategy community of interest, a community HCI considers critical to organizations working to build competitive advantage.
The Power Of Hypnosis And The Human Body
The proof of how powerful hypnosis can be, comes in many forms. So much so that certain practices have long since been discontinued on the basis ethics and professionalism.
Impact of Positive and Negative Catalysts on Events in Human Lives
Have you ever noticed what can happen if you just met a friend in the street and shared a cab? You are both in the cab, all is fine, you plan to attend a social function and suddenly your cab gets involved in an accident. The police comes and you are a witness in an unforeseen event.