Out of the various web promotion tools used by entrepreneurs involved in online business pay per click is one of the quickest & low cost advertising options which not just improves the traffic volume & search engine ranking of your site but also offers great return on your investment. PPC or Pay per click is a mode of internet marketing which involves payment for advertisement on the internet to the various search engines with specific keywords. Before taking up pay per click as a marketing mode for your site you have to determine the search engine to be used, appropriate keyword for the product, cost per click of the product to be promoted and the returns on a single sale per hundred clicks. Pay per click requires a bid on per click basis with the company paying the amount.
1. Advantages of pay per click
• Unlike in a typical search engine optimization you do not have to touch your web page in order to change position.
• It does not require any technical knowledge but knowledge about SEO & keywords would definitely be an added advantage.
• Advertisers have the advantage of receiving targeted traffic and thus making payment to only those who are ready to buy your products.
• The position of listing in the keyword result pages is determined by the bidding amount. Higher the bidding amount higher is the listing. This allows the advertisers to have a control over the position or rank in the search result pages.
• It hardly takes few hours to few days to set up an account thus receiving targeted traffic at the earliest.
• There are few pay per click search engine which have tie ups with other top search engine & by advertising on the top slot of these search engines your ad would also be seen in these search engines.
2. Disadvantages of pay per click.
• It could be an expensive process because the search result page ranking depends upon the bidding amount. Higher is the bidding amount for a specific keyword, higher is the search result page ranking. This requires constant monitoring of bidding amount.
• Pay per click advert is subject to fraud where the user or the competitors, deliberately or accidently click on your products or services of your business & then disappear. This increases the advertisement budget of the company.
