A burgeoning business doesn’t have the money to utilize advertising in every media. TV is too expensive
for most small companies unless they can afford local channels and late night spots. Using the radio can be costly and so can buying a spot in a newspaper except in grass roots publications. Really, the cheapest ways to market include social media and PPC campaigns, but there are right and wrong ways to go about this second method.
PPC or Pay Per Click
The paid method is familiar to most web users even if they haven’t taken much notice before. Someone pays a web host to allow their banner or text link onto a site for a certain length of time or a limited number of clicks. Usually the ad costs so much per click. Those small boxes on a web page promoting or displaying products, services, and sweepstakes are marketing tools that the company pays for. Clients utilize these to capture readers’ attention away from the site they are on, frequently tantalizing them with promises of prizes like money, cars, and holidays. Sometimes ads are less gimmicky and focus on a connection made to the host site.
Determining the Suitability of this Strategy
A Pay Per Click strategy makes sense in a context where the ad suits whatever a reader visited to find out about. An example would be a PPC box for an herbal tea company hosted by a website sharing information about natural remedies for illness or methods of weight loss. An inappropriate connection would be an ad for prescription medication on the same site.
SEO experts will tell you: the latter example does not do their rankings any good. When there is a lot of competition, find a better way to get noticed. Select suitable website hosts if they are willing to hire out space. A paid advertisement is like a backlink, something Google approaches with caution. Random backlinks are penalized by search engines.
Considering the Costs
The cost of an ad might be high but well placed so that it attracts many potential clients. Using the herbal tea example above, visitors to that page are already interested in your sort of product. Their interest puts them in a naturally positive frame of mind towards your teas, allowing you to take advantage of their spontaneous decision to purchase products relating to the article. In other words, the ratio of people clicking on the ad to the numbers buying items is pretty good. That is what you call a conversion rate.
When the ad is placed where there is no direct connection, many clicks come from people who are just bored or curious. Conversion rates are not as good, but rates for the person posting it aren’t as high. When seen as a backlink, however, it’s clear which approach is more beneficial to a thoughtful business person.