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The Pitfalls Of Pay Per Click Advertising

Feb 27, 2008
The red-hot trend in Internet marketing, Google Adwords has made a big impression on pay per click advertising. The lure of placing an ad and sitting back while the search engine works for you is irresistible to a large number of advertisers.

Pay per click seems like the perfect union of advertiser and search engine. It is simple to do. The advertiser creates and ad based on keywords, and will pay the search engine to do all the word. Leads will be generated, by the search engine, with these keywords, for the advertiser. The ads are seen in the search results that are relevant to the keyword that is typed in.

Of course it is not as easy as it might look at first glance. The reason for this is the challenge of doing keyword research. It is not enough to just track the ad through the search engines. Although the keywords are popular they will bring up far too many pages per search result. The average searcher will be unlikely to look at more than the first 5 pages of search results. This means that in order to make money you will need to be sure your ad is positioned within the first 5 pages.

A second thing to consider is the fact that the amount you bid per click on your keyword will be the deciding factor for how you are positioned in the search engine. With the old form of advertising you would be paying for the length of time you wanted your ad to be seen, not the mount of traffic it created. The drawback with this form of advertising was that it could cost a lot of money.

The idea of pay per click advertising then emerged. The advertiser paid for the amount of times viewers clicked on their ad. With good click through advertisers saw greater profits from their ad. The next thing to do was to establish a good position in the search engine for your ad. To achieve this the advertisers bid against each other, with the highest bidder getting the best position.

You need to be careful with pay per click advertising. This is because costs can soar and before you know it you are out of a lot of money. This is because ads that are in good positions will generate a lot of traffic, which does not always convert to sales. This will turn out to be very costly.

There are a lot of stumbling blocks with pay per click advertising, especially if you are new to the game. It is nothing like the easy ride the ads tell you about. However there is a ray of light in that there are many places you can go to get assistance and there are also other marketing options you can consider.

So consider your options and do not rely on one method of marketing. Remember the more methods you use the better chances you have of making a profitable business.
About the Author
Brian Basch has developed his adwords management mastery continually over many years. If you need someone to lead your marketing by the hand or want to improve on your existing campaigns, please visit: ProPayPerClickManagement.com
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