Pay Per Click
Google lead the way in this – although Overture (representing
a mixture of other search engines) offer a considerable exposure too.
PPC enables to client to choose a budget and choose key-phrases and
literally dictate where a link to their site will appear within the
search engines – albeit on the sponsored links. These sponsored
links are paid for – with the highest bidder going to the top.
If you are in a niche market therefore, your choice of key phrases can
be in pole-position for pennies and can start earning revenue straight
away. The disadvantage with mainstream key-phrases is that conversely,
good exposure may prove expensive.
The benefits of ‘PPC’ include:
• VERY QUICK marketing to your TARGET AUDIENCE.
• Off and On-able! You can try a campaign for
an hour a day, a month etc!
• Ability to impart offers/warnings etc VERY QUICKLY.
• Measurability. You can easily see which key
phrases are working, how much you’ve paid and what the costs are.
This, in conjunction with your web-stats and sales figures will allow
you to calculate precisely how much each sale has cost you via the web.