Downside of Pay Per Click Advertising
Pay per click
advertising as a primary means of search engine marketing (SEM)
can be very expensive. The average web site conversion rate on the
internet is typically only about 1-2% and can be even less
depending on the industry and web site itself. This means that on
average you need at least 50 people to click through before some
one makes an inquiry or makes a purchase.
Suddenly advertising that .50 cent per click bid (that seemed
cheap) is costing you over 25.00$ to attract each serious inquiry
or customer. Furthermore, as you are often bidding against many
larger competitors the costs of the bids can increase beyond
affordability or leave you with a very low ranking position on the
Google or Yahoo paid listings. A more prudent decision would be to
increase the monthly visitors to your web site with an economical search engine optimization
service.
Pay per click advertizing is less effective
than Natural Search Engine Results
Like any form of advertising people have began to develop “ad
blindness” for the paid pay per click results. Studies show they
are far more likely to click on the natural search engine results
than the paid listings. If your competitors have managed to get top
rankings in the natural search engine results through SEO your
simply not going to get ahead of them with a pay-per-click ( PPC)
listing.
Pay per click Search Engine Marketing can be time consuming to
manage.
Many novice advertisers do not realize how difficult it is to
accurately access the performance of their pay per click campaigns.
It goes beyond simply monitoring the amount of increased visitors
to the website.
The Keywords you bid on must be researched extensively for any
hope of a positive return on your investment. Picking random
keyphrases you speculate are popular with your customers is a
recipe for disaster.
You must also monitor all the keyword/keyphrase terms you have
bid on, their respective conversion rate and your over all return
on investment. You must also continually monitor each term that you
bid on to see if you have been pushed down in the paid rankings as
there are constantly new bidders for any given search term.
Are Their Advantages of Pay Per Click Search Engine
Marketing??
If your budget is large and your willing to do your own keyword
research and weekly monitoring of your rankings and ROI, then one
advantage of Pay per click does have over SEO is instant results.
With top bids on strong keywords you can buy increased traffic that
can begin to appear within 48 hours. However, consider that this
increase in visitors, can be a very expensive short cut.
SEO VS PPC
Although, SEO results can take from one to two
months to achieve significant results, the results are typically
both more affordable, and longer lasting. Professional Search
Engine Optimization adds value and lasting traffic to a website
long after you stop paying for it whereas with pay per click, if
you stop paying your visitors disappear. The difference between PPC
and SEO is analogous to the to the difference between renting or
owning.
Do you want to be an online business renter or a business owner
??
Technorati Tags: marketing, SEM, conversion
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