The Truth About Pay-Per-Click Campaigns
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What is Pay-Per-Click?
Pay-Per-Clicks (also known as Sponsored Links, or Sponsorship Links) are the links located at the top and side of a search engine.
You obtain Pay-Per-Click Positions in one of two ways:
- To Pay the specific Search engine directly based on a Highest "Bid to Pay" Format for a specific keyword phrase. Your bid is what you pay every time someone clicks on your link. If you have the highest bid, you have the highest position. If one or more companies out-bid you, your Pay-Per-Click position drops. Since you do not have the time to constantly monitor your Pay-Per-Click position, you can drop all the way out of the first page. Companies are always bidding against you, driving the cost of your Pay-per-Click up if you want to maintain your Pay-Per-Click presence.
- To Pay a Pay-Per-Click Company that runs, monitors, and updates your Pay-Per-Click positions as needed. While it is great to never have to worry about your Pay-Per-Click position, you will be locked into a contract that cost your $2500, $5000, $7500, or more a month. These services are not cheap, and the money you pay these Pay-Per-Click companies, you could be putting toward getting your website in the Top 10 (first page) of the Search Engines.
With that said, hear are our professional assessment of Pay-Per-Click Campaigns based on over 12 years of experience, and discussions with new and existing clients that have used Pay-Per-Click Campaigns in the past:
- Many business use Pay-Per-Click because their website is not able to climb into the First Page of the Search Engines, so they simply give up and go the Pay-Per-Click route:
If you are using a Pay-Per-Click Campaign, than it is obvious that getting your website into the Top 10 (first page) of the search engines is something you want your website to achieve. One of the best methods of finding a website design company that can help you achieve Top 10 (first page) status is to look at who designed the websites that are in the Top 10 in the Search Engines. Once you are able to get your website into the Top 10 (first page), this will make almost any Pay-Per-Click Campaign redundant and unnecessary. This can also save a lot of money, attract better quality prospective clients, and achieve a higher "ROI" (return on investment).
- Pay-Per-Click Campaigns can be very expensive, regardless if you arrange your Pay-Per-Click Campaign directly with a Search Engine, or if you use a Pay-Per-Click Company:
Either you are paying $2500, $5000, $7500, or more a month to a Pay-Per-Click Company, or you are Paying the Search Engines Directly. Regardless, every time someone clicks on your Sponsorship Link it cost you money, regardless if the person clicking on your link contacts you or not. We have talked to various clients that have told us stories about their competitors bragging about clicking on their sponsorship links a few times every day. Do not ever assume that you competitors would do the same to you. This happens all the time to companies with Pay-Per-Click Campaigns. Search Engines will bill you for every click, regardless of who clicks on your Sponsorship Links.
- You generally get an entirely different type of person contacting you through Pay-Per-Click and from a person using the General Search Engine Results:
Those who click on Pay-Per-Click Links are generally a different type of consumer... they are generally "service or product surfers" (those who are looking for the best deal), rather than general search result clickers, who are typically "service or product shoppers" (those who are looking for the best service or product). We have come to this conclusion based on years of talking with current and new clients that either still use or previously used Pay-Pay-Click to advertise there company. Two phrase I hear consistently by each client are 1) "People that contacted us by Pay-Per-Click was a different type of person than those who contacted us by clicking on our website in the general search results" and 2) "We always had a lower ROI with Pay-Per-Click." To give you an idea... of all of our clients, only 5% still use Pay-Per-Click Campaigns today.
- You are limited by the number of keywords you can use in your Pay-Per-Click Campaign:
Pay-Per-Click Campaigns do not cover every keyword you need to promote for your website. They are either specified phrases when dealing directly with individual Search Engines, or you purchase keyword blocks for your campaign. These keyword block packages are typically sold in keyword increments of 15, 20, 25, 30, 40, and so on. The more keywords you have in your Pay-Per-Click package, the rates for service escalates dramatically.
In conclusion, a Pay-Per-Click Campaign should never be the goal of any website to get noticed in the search engines. Your goal should always be to get your website into the Top 10 (first page) of the Search Engines.
Before you give up on getting your website into the Top 10 (first page) in the Search Engines, research the companies that have put others in your community into Top 10 Ranking Positions in Google, and other Search Engines. Your don't have to give up... Just make a call - 419-574-2050.
TO DISCUSS YOUR WEBSITE DESIGN AND SEARCH ENGINE OPTIMIZATION NEEDS - CALL 419.574.2050.
Professional Website Design Company providing Website and Mobile Website Design, Search Engine Optimization, Blog, and Social Media Services.