PayPerClick – AdWords fierce confrontation with competitors that might hit your wallet hard
Most popular PayPerClick program used today is Google AdWords. Because its simplicity and accessibility it is used by small and huge online advertisers giving everyone equal chances. AdWords is offering targeting your audience by age, sex, location and also placement (website where you want your ad to be displayed). But problem starts where it comes to money.
As you know PPC type of advertising you paying for every interest (click on your ad), but how many of those leads/click are genuine interst?
Or maybe you paying for ad where your competitors are repeatedly clicking on your ad to exhaust your AdWords campaign budget?
Well business is business people might say, and even such not exactly ‘fair-play’ competition might results that you will pay for ad and no genuine sale or interest from your ad.
Im not against PPC type of advertising, but why not think ahead and invest in organic SEO rather then PPC? I know it’s easier to register in AdWords, pay 100euro and start your campaign without any marketing and technical knowledge. And that what seems most of small and medium businesses are doing.
But why not invest time in building blog, forum, online community, social group, something what will built interest, something exciting, something useful and generate something what I like to call ‘pull down’ effect rather then ‘push out’ the ads.
Let me explain, organic SEO and PPC and so great because ads and search results are only being shown to people looking for specific word, or phrase, for example ‘psychologist’ or ‘psychologist in dublin’ etc. Now if you are psychologist and you will select right keywords, your website will be shown in organic search results, and if you setup your AdWord campaign right in sponsored links. Now as AdWords is based on bidding system, it is always possible (if there is few psychologists in dublin) that your competitor set higher bid, and it is his business which will benefit from this lead.
But this means a war…and of course there is way to avoid such situations or even track down or exclude such competitors, but can’t just give away old tricks right ? Lets leave a piece for Internet Marketers. I would rather direct you different route with your online business.
So far so good, but what seems to be common practice now competitors seeing sponsored link ad in search pages by their opponents, are clicking as many as possible times on your ad, where your AdWords campaign daily budget (if set) is exhausted they bid is next in the queue and they ad will be displayed.
So again organic search results, once set up properly, it will just require some of your time. For me personally shining example of basic mistake with online advertising appeared when I was watching TV show called dragons den. Don’t want to criticize anyone, but spending 200 000 euro on PPC ads which generated 17000 hits for your site and sales leads of 3000 euro (profiting for site only about 500-800 euro)? Well we all can do the maths. To add PPC is not generating long term search results positioning or brand awareness. It’s just there one day, and gone another. For not yet established businesses, is it good idea? I would say pay this 200 000 euro to SEO professional (proper one) and he/she will generate not 17 000 but 170 000 hits in 2 months easily with visits growing day by day, where your investment will benefit for long time with well established online presence and brand(site) awareness.
From another end, it is not impossible for ordinary person to do organic search results positioning, social media marketing and build online presence. All the tools are out there available to everyone, you can do it all with just putting yourself into it. Well and I hope my blog will come with great help to you here.
On the end, it all depends of each individual situation, targets you have, budget, brand, etc etc. Not saying stop using PPC, just saying use right tools in right time and place, that’s all.
