Is Pay Per Click your Best Marketing Bet?
You may already have heard of this method to get people to your web site.
From my point of view and experience it turns out to be expensive and you
have to write the ads yourself, pay for them, and change and maintain them
to be the correct ones to work and be the right price in competition with
many others.
When people search for a particular topic like healing a headache or other
malady, they will see in the column to the right an ad that when clicked
on takes the person to their web site selling the book or service on
healing headaches.
Advertisers pay a set amount for every time the ad is clicked by a
prospect. This is referred to as a click through rate or ctr.
Yes, there are benefits: The opportunity to place your ad directly in
front of a prospect at the exact moment they are searching for your
product or service is good.
More benefits include your control over the keywords that best represent
your product. The PPC model allows you to decide how much you are willing
to pay per customer. You only pay for the click throughs, and these are
your targeted audience seeking your solutions.
After using Overture and being disappointed, while doing a Google search
recently, I noticed the small sponsored ads on the right hand side of the
page were a type of pay per click called Google Adwords. I do know people
who are successful with this company.
While this search generates targeted website traffic, the downside? You
have to study what key words work best, and the best ones are much more
expensive than other ones. The popularity and growth of pay per click had
also made it expensive.
The Horror Stories of Pay Per Click
Story One. One submitter got hooked because it was fast, exciting and easy.
Within days of learning about pay per click, she was generating 1,000
clicks per day to her various campaigns. She thought she was seeing
success in pay per click.
In the early days of ppc, that may have been true because bids on popular
keywords were just pennies a click. When her popular keywords were around
$1 dollar per click, she actually lost $100's of dollars per day. Along
with that, her keys words got disabled and were disapproved.
Where were the sales? At the end of the first week, her adwords produced
only $75 from over 5000 adwords. Count the loss!
You can shorten your learning curve if you like by taking a course in
adwords, but you can just as well take a teleclass from a respected
internet marketing coach who knows all of the ins and outs and do what's
already tried and true-as in this book. If you want to be more successful,
go to Adwords-Hints.com/pay-per-click. Find tools for keyword analyzing,
lowering costs and increasing click throughs. http://tinyurl.com/5nb46
Story two. One web-savvy friend used ppc ads in Google for a set of how to
video for building a motorcycle, then a race car. Her sales were affiliate
ones. At first, she invested $4000 and got back $7000 one month, but when
more competition entered the field, her sales were not high enough for her
efforts.
Story three One health author put a short ad in Google for a diet to heal
a specific disease and her solutions. She said she sold 4,000 books within
months that only cost her $400 in ads. Her ad led straight to her book's
sales letter.
This success story shows that if your book is narrow enough in its focus,
you may want to try ads because there won't be any competition, but if you
have a general personal growth or business book, you will have to pay too
much per key word to make any real money.
Story four. Although I already was successful with internet promotion, I
thought I should try the Overture pay per click program. My web master
helped me and charged me about $350. She did take care of the changes for
a while, but then I had to do it myself. Using www.goodkeywords.com helped
a bit. The less expensive key words didn't work, and the more expensive
cost too much. After losing around $800 I let go.
You may want to learn the lesson yourself, or you may want to invest far
less money in ongoing internet promotion that is already tried and true
over many years.
Judy Cullins ©2005 All Rights Reserved.
Judy Cullins, 20-year Book and Internet Marketing Coach works with small
business people who want to make a difference in people's lives, build
their credibility and clients, and make a consistent life-long income.
Author of 10 eBooks including "Write your eBook Fast," "The Fast and Cheap
Way to Explode Targeted Web Traffic," and "Create your Web Site With
Marketing Pizzazz," she offers free help through her 2 monthly ezines,
"The BookCoach Says..." and "Business Tip of the Month" at
http://www.bookcoaching.com/opt-in.shtml and over 165 free articles. Email
her at mailto:Judy@bookcoaching.com.
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