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By : Kristen Glehan, 08-07-2015

Success on the internet today is largely driven by the ability to increase online visibility; the more visible a given resource proves to be, the more traffic it can expect to attract. Many businesses are turning to pay-per-click advertising as an effective means of increasing their online exposure. 

Pay-per-click (PPC) advertising is an Internet marketing channel used to drive traffic in noteworthy quantities toward a websit or blog. It is an approach through enables businesses to buy advertisements and sponsored listings within the first pages of search engine results on Google, Yahoo and Bing.

With pay-per-click advertising, businesses can bid for relevant keywords and phrases as well as ads which, when displayed on a search engine’s results page will redirect users to the advertiser's web pages. The advertiser pays for the click-through with a pre-approved fee. PPC advertising is flexible, providing businesses a potentially effective yet affordable means of growing their businesses.


The popularity of PPC advertising is largely driven by the numerous benefits it brings to the table, these including the following: 

PPC advertising can be implemented and start driving quickly. Businesses can expect to generate traffic immediately, which is perfect for promoting new businesses, products or services. One need only make the decision to invest enough money into PPC to get a top placement where they are likely to attract quick attention from potential clients. With systems like Google Adwords allowing users to generate traffic in mere minutes, the attraction of PPC advertising is difficult to ignore.

PPC advertising is very flexible, allowing businesses and individuals the chance to rapidly observe the positive or negative effects of their PPC advertisement campaigns and availing them the opportunity to make changes in line with the situation at hand.

PPC is very affordable; with a surprising number of niche keywords often attracting some very low bids, PPC is an effective advertising solution for individuals facing all manner of financial restrictions. 

This form of Internet marketing avails its users a considerable amount of control especially over cost; with PPC you only have to pay for actual visitors. More importantly, PPC allows its users to effectively filter negative keywords, this referring to those phrases you do not want to associate with your marketing campaign. You can also carefully optimize to place the investment on keywords that are converting not only to traffic, but also sales to justify the spend.


For all the Excitement surrounding this method of Internet marketing, PPC advertising is not without its failings, some of those less than attractive elements of PPC including the following:

While PPC advertising can be affordable, it can also become very costly if not effectively managed. For one, it is relatively easy for a beginner to become engrossed in bidding wars over particular phrases, resulting in far greater expense than the potential return. Because of this behavior and bid inflation, the cost-per-click (CPC) tends to rise over time for popular keywords. Additionally, without careful oversight and setting of appropriate budget limits, it is possible to quickly spend large sums of money on traffic that isn’t converting to set goals. Plenty of new advertisers have made the mistake of setting up a campaign believing it would just work on auto pilot, only to wake up and realize their ad budget for the week was spent in a single day and worse, on irrelevant non-converting traffic. 

Pay-Per-Click Advertisements are prone to attracting junk traffic, the kind that can deplete your marketing campaign of life. Certainly, the listings displayed on search engines like Google and Bing can benefit businesses immensely. However, there are corners of the Internet that tend to generate clicks that, while positively impacting your traffic report, will do little to improve the conversion goals of your campaign.

Despite the fact that the cost per click tends to stay constant, with PPC the more traffic you want to attract the more money you will inevitably have to spend; these two items will always run hand in hand. Given this, PPC seen as once a temporary solution to boost traffic, can become something a business must rely on for continued success and growth, unless other plans are implemented in tandem to stimulate non-paid traffic growth.

The fact that clicks do not always convert into sales also tends to weigh PPC down; nonetheless the positive elements that this Internet marketing approach brings to the table can outweigh the negatives. Each business must decide if there is an appropraite fit for them.

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