Should you invest in pay-per-click advertising?
Among savvy online marketers, this is commonly referred to as PPC. If you’ve been marketing online for any amount of time, you’ve definitely seen PPC chew up your ad budget with little to no returns.
You conduct research and select the most popular phrases, then spend your daily budget in an hour with no purchases. The fallacy that a lot of traffic equals a lot of money is simply that. It’s a legend.
There is a lot of traffic. Your search engine rating rises as a result of more traffic. It boosts word-of-mouth marketing. You can obtain more visitors by increasing your traffic, but when you’re spending a lot of money for each click, you want sales.
You might recall the class action lawsuit filed against Google. A collection of companies sued Google, alleging that the corporation did not do enough to prevent click fraud, resulting in financial losses from their PPC ads.
Click fraud, in my humble opinion, was not the culprit. For those unfamiliar with the term, click fraud occurs when someone who publishes Google Adsense advertisements clicks on ads on their own site to earn money without intending to buy the goods featured.
As I have stated, click fraud was not the culprit in my perspective. It was a poor selection of keyword phrases. I won’t delve into the mechanics of bidding because the PPC sites include instructions on how to pick and bid on keyword phrases.
What’s more, if you choose the most popular term, your ad will appear in hundreds, if not thousands, of searches every hour. This implies you’ll get hundreds, if not thousands, of clicks every day.
Isn’t there a lot of traffic? For the time being. If you’re selling hand-painted porceliain piggy banks and you bid on the term “bank,” you’ll get a lot of hits. Who is going to view your advertisement and potentially click on it? People seeking for internet banking, rock bands named “Bank,” and students doing a school report on the banking business. In other words, people who aren’t interested in buying what you’re selling.
They’ll click on your ad without reading it whole and then press the back button, saying, “This isn’t what I’m looking for.” Remember, they clicked because you paid for it. People are less cautious about what they click on since it costs them nothing.
Choose your words with caution. You want people who want to buy what you’re selling to click on your ad. Make your sentence specific. If you’re selling “porceliain hand painted piggy banks,” place a bid on “porceliain hand painted piggy banks.” Those that conduct broad searches are just looking. People that use keywords in their searches are wanting to buy something.
Will you see a decrease in traffic? Yes. Will you be able to increase your sales? Perhaps, depending on your goods, the ease with which you can traverse your site, your co sts, and so on.
The point is that looky loos cost money in PPC. The most popular terms should be saved for free traffic sources. Only purchasers with a credit card in hand should click your PPC adverts.