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Pay per click &
Adwords 2005: expensive without expert help
Despite being online using email since 1995,
at the start of the summer of 2004 I had no idea what pay per
During that summer, I had taken some time off work and was researching
online opportunities. This led me to Ebay, various get rich
quick type scams, and then an email referral to marketing using
pay per click.
What was pay per click, I remember asking.
Days of research later, I learned that pay per click (also called ppc) was a
type of search marketing where advertisers pay a set amount
every time their ad was clicked by a prospect. This is known as
a click thru, click through rate or ctr.
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
Performance based advertising is not only cost efficient and effective, but
it is track-able and user-friendly. The advertiser, you, in this
scenario has control over the keywords that best represent your
The PPC model allows you to decide how much you are willing to pay per
customer. Unlike banner ads that demand payment on a cost per
thousand basis, the only viewers you pay for are those that are
actively seeking your product or service.
In a Google search, I learned the small sponsored ads on the right hand side
of the page were a type of pay per click called Google Adwords.
I discovered that the pay per click world was huge, with millions of clicks
delivered by hundreds of search engines such as Overture, Find
What, ePilot, Enhance and GoClick.
The great benefit is the cost-effective, highly targeted website traffic
that this type of search generates.
However, the massive popularity and growth of pay per click had also made it
For example, Google Adwords allowed me to set up campaigns and see them live
within 15 minutes. This was very, very exciting and very
Within days of learning about pay per click, I was generating 1,000 clicks
per day to my various campaigns. I thought I was seeing success
in pay per click.
In the early days of ppc, that may have been true because your bids on
popular keywords were just pennies a click.
By the time I was hitting it, popular keywords were around $1 dollar per
click and I was actually losing hundreds of dollars per day.
Worse yet, my keywords were being disabled and my ads were getting
Then I started watching for sales. I kept watching, and watching, and
watching and by the end of that first week, my 6,800 adwords
clicks had produced only 3 SALES for $55.
I was crushed. My brand new online business had already lost $500. This is
when I realized just how steep the learning curve was.
I signed up for free-5 part email courses on Adwords and pay per click. I
learned about converting traffic into sales, avoiding the curse
of disabled ads, return on investment, finding niche keywords
and lowering my cost per click.
Today, no one is quite sure where the pay per click industry is going.
The bottom line is pay per click campaigns can bring large numbers of highly
targeted visitors to your website. The industry is growing
rapidly, it is hugely competitive and campaigns can become
Success of any pay per click campaign comes down to paying pay a reasonable
price for each visitor, that each visitor is highly targeted,
and that you continuously monitor and track your positions.
About the author:
Adwords-Hints.com/pay-per-click shows you how to maximize profits
from Google Adwords and pay per click advertising. This website
features hundreds of pages of resources. Find tools for keyword
analyzing, lowering costs and increasing click throughs.