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Pay Per Click Banner Ads
With over four billion web pages cataloged by major search engines worldwide, your website can easily get lost in the sea of URLs. For a fee, pay-per-click (PPC) search engines like Google and Yahoo! will place your URL higher in the rankings. These are the banner ads that appear in the right margin under the “Sponsored Links” section when performing a keyword search. You pay for certain targeted keywords, so your pay-per-click banner ad only appears when those keywords are used or searched for. Your position is also based on the number of people who click on your link. The more clicks, the better the positioning. You’ll be doing yourself a big favor by selecting keywords that target your product or service and writing a really compelling ad for your campaign.
An untargeted banner ad like this is a complete waste of money. The advantage of a pay-per-click banner campaign is that you can adjust your listing until it works without going into debt. You can also list dozens or even hundreds of keywords that will make your link appear. The math needs to be done to determine if this is a viable cost for the sales opportunity. However, keep in mind that while pay-per-click banner ads drive leads to your URL, they aren’t sold yet.
Ideally, these leads are “qualified leads” by virtue of having searched for your targeted keywords. If those visitors were able to click on your pay-per-click banner ad after searching for a specific keyword you purchased, at least they’re in the market for your product. Now it’s up to you to make your website compelling enough for them to choose to spend their money with you. Remember that many websites are selling the same things and your site should have great appeal to the masses.
While other online and offline advertising methods have strengths and advantages over pay-per-click banner advertising, the significant benefits of instant results and the ability to manage your advertising campaign yourself, enhanced by the ability to target a local market, make it very likely that the PPC trend will not just continue, but increase. As new enhancements become available, pay-per-click advertising will become even more desirable to both advertisers and the buyers they seek. Get in on this trend before your particular keywords get too expensive.
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