PPC Demystified – Some stark truths revealed
PPC is indeed the HOLY GRAIL for most Internet
marketers. Well, it seems like being so, as 75 out of 100 Internet
Marketers seem to take to this route of marketing their website. And
why not! Within 48-100 hours of you putting up your ad, people can see
it right up there on Google. You don’t spend a lot (This fact can vary
depending on situations) and because you get some people clicking on
your ads, you are sure of some traffic too.
But the point is – Does good PPC serve any purpose
at all for your product or service? Is there a lot of hype surrounding
PPC? The more I think of the possible disadvantages of PPC, the more I
get disoriented from this.
Here’s why I think people are
looking at PPC the wrong way
- People think that setting up a PPC campaign is
a route to being on an autopilot to get traffic to your website – This
is utter nonsense, and the only reason I say that is because there are
so many variables you have to watch out for. You need to look at the
CTR (We will discuss this a bit later); you need to look at the quality
of your ad; you also need to look at your web page that is the linked
to the ad and so on.
The problem is – When things are not going well
for you, you may have to change things around and that takes time.
- The second issue is correlated to the first –
The problem is people don’t even know if their PPC campaign is working
well or not. Let us take this example
Your PPC campaign is setup and is receiving about
100 clicks on the advert. Now, you have bid $0.50 per keyword on the
campaign, so eventually you would be paying $50 per day for clicks.
Mind you – We are talking only about clicks and not sales through your
Assume that your ad campaign works at an
acceptable CTR of 4%. This means 4 of the 100 visitors actually go to
your website. Now, out of the 4, let us assume 2 people buy your
product worth $40-$50. Do the mathematics – Your ROI is just $30 for
Is it good?
- The third problem is – The example we discussed
before has a lot of ideal assumptions. For example, the CTR is assumed
to be at 4%, which normally doesn’t work that way for campaigns. You
have campaigns that work on 2%. In such a scenario, your ROI is, you
guessed it right – Negative! Do you want to live with an unprofitable
By the way, CTR or Click Through Rate is the
percentage of visitors who actually click on your website after
clicking on your ad.
I have never been an ardent fan of PPC only
because of one reason – It drives traffic inorganically to the website.
Good CTR, Bad CTR, and even ROI may be the talk of the town, but my
point is – If the traffic is inorganic, how can you expect the
visitor’s behavior to be normal? In such a scenario, you can have a
high bounce rate on the website, lesser time spent and so on.
Some smart people have tried to run through this
problem by designing landing pages. To tell you the truth, these
landing pages do just about partially better than other websites.
Hello, what is the way out?
Fellow Internet marketers – I am sorry if this
offends you, but basing the promotion activities of your website on
inorganic means like PPC is inviting disaster for your website. This
can work well for you for a short timeframe, but time and again it has
been proven – The best websites on the Internet for any niche don’t
Look at organic means of generating traffic. Tag
your page well, write good quality content and invite backlinks to your
site, blog regularly. These could be excellent methods of generating
traffic to your site.
I am sorry, but all else fail! And maybe, even the
HOLY GRAIL may need a replacement.
Article Source: http://www.articlesbase.com/ppc-advertising-articles/
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