PPC And The Game Of Monopoly
The role of Pay Per Click (PPC) advertising does
have a history that is worth sharing. In the beginning it was
relatively inexpensive to have laser-focused advertising in a PPC model
that not only delivered potential customers to your site, but could be
had for a relatively small amount of capital. Affordability was a
hallmark of the early days of PPC advertising and many site owners
viewed the method as a goldmine in positive advertising.
PPC advertising that could be purchased for less than a quarter a click
can now cost at least ten times that much.
Add to this scenario a significant amount of click fraud (a scenario
where individuals intentionally click on PPC advertising to drain the
advertising budget for a competing business - these individuals have no
intention of making a purchase from any PPC advertising they click) and
you have a situation where there are becoming fewer methods that are
actually working to make PPC a desirable method of online advertising.
If your business is already doing well through solid Search Engine
Optimization (SEO) methods then the use of PPC can simply be a way to
show your results in the search engine first in many keyword specific
categories through the use of 'sponsored links' advertising.
Essentially what has happened is those who have the deepest pockets
have bid beyond the ability of most start up online business owners. By
doing so they ensure that the startup has a hard time developing their
business through PPC advertising. This has the rippling effect of
making it much harder for competition to enter the world of ecommerce.
Some may call this a monopoly while others may view it as simple
This is one of the primary reasons I stress the use of keyword rich
knowledge-based content for your website - not to the exclusion of all
else, but as a primary component to solid SEO strategy.
While PPC advertising can help you with results right now they will not
promise long-term results because they are only sending targeted
advertising at your expense. Once you can no longer afford PPC they
will no longer send people your direction.
However, these same directories and search engines will rank your site
well if you have backlinks and a well-rounded Search Engine
Optimization (SEO) strategy in place. That strategy is based on both
networking and a solid understanding of keyword placement for optimum
Many people don't look at keyword SEO strategies because they believe
it limits their web design creativity. In the end, however, business
owners must ask themselves how important a beautiful site is if there
are no visitors to enjoy it.
In my opinion PPC advertising is not the salvation of online business,
but it was a good idea that has degenerated to a monopoly of the
highest bidder. This isn't a bad scenario if you have a cushion of
advertising dollars you have no other use for, but if you don't -
think, rethink and think again about keyword rich content and SEO.
Article Source: http://www.articlesbase.com/internet-articles/
About the Author
WEBSITE in minutes with HighPowerSites.com or BUILD A WEBSITE
with BuildAGreatSite.com. Start a HOME BUSINESS and RESELL
EBOOKS at BooksWealth.com.