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Is Pay Per Click worth it?
| When you use a search engine and you get thousands of hits, how many pages do you look at before you abandon the search? In fact it is unusual for people to venture further than page three, and if you have elected to display only ten results a page that is only thirty results. Of course, depending on the search engine you might have selected a higher number of results per page, but even if you have selected the maximum of a hundred that is a tiny fraction of the thousands that are available. Most results will never be seen. Of course it is possible to improve search engine rankings using SEO (Search Engine Optimisation) techniques and there is a whole industry of Search Engine Optimisers out there whose working lives are devoted to doing just that. Some of them are very good and produce spectacular results for their clients; in fact everyone who has a commercial interest in appearing high in search engine results pages should investigate some form of SEO, but that is not the full story. If possible every marketing campaign should be more than single pronged. Pay per click (PPC) is a simple way of developing a duel pronged strategy. With careful planning and implementation, pay per click can put your website on the first page of the search results. Unless you are planning an expensive advertising campaign your advertisement will not appear on the first page every time, but for a small outlay and judicious choice of keywords, you can more or less guarantee that it will appear on the first page some of the time. What is so beautiful about pay per click is that it is just that. Unless somebody clicks through to your website it is completely free. This is probably unique. It is difficult to think of any other form of advertising, apart from possibly Free Ads, that does not charge for an ad placement. Whether or not it is worth it depends on how much a visitor to your website is worth to you. This depends on your conversion rate, which is on average how many visits result in a sale. That is probably up to you and your site, but if you need to be visible in the search results ppc software is a sure way to achieve it. |
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For more information on Pay Per Click campaigns and keyword tracking, visit www.marketdefender.com and speak to the experts.
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