How To Click With Online Advertising

 by: Mark Vandorone

Clicking With Online Adverts

If your business is small and operating in a niche market,

you need an alternative to the free search engines that are

becoming even more competitive and complex. Pay-Per-Click

("PPC") advertising can be that solution.

Study the workings of the PPC search engines and you'll bo

on a fast-track to success. Conversely, poor knowledge can

put your business on the slippery slope to ruin. Listen to

me carefully now! Learn how to operate PPC search engines

and you will have a great advantage over your competition.

Advertising on the PPC search engines can be a bit like

attending an auction where you can bid for the top ranked

positions on the keywords of your choosing. Every time a

visitor reaches your website by clicking on your advert at

that search engine you pay the value of your bid. Bid

values typically start at five cents but can be several

dollars for certain highly-competitive keywords.

Let's consider the advantages and disadvantages of PPC

advertising. First some advantages -

1. You don't pay unless someone clicks on your advert.

2. Can be an inexpensive method of attracting targeted

traffic to your site.

3. Anyone can get the top advertising spot if they outbid

the competition.

4. Some PPC search engines enable a campaign to be up and

away in minutes. Not very long after you could be taking


5. Adverts can be cancelled immediately if they are not


6. Adverts can be tested and amended very quickly and very


Unfortunately there are some disadvantages we have to

discuss too -

1. You could be paying for junk clicks. i.e. people who

click on your advert for the sheer hell of it. Probably

your competition.

2. Competition over that top spot can result in a bidding

war, driving up the cost per click.

3. Some of the PPC search engines have rigorous approval

processes for adverts. You don't always end up with an

advert to your liking, or it could take a long time to get

the advert agreed.

4. A misleading or poorly crafted ad can result in traffic

that doesn't convert to sales. If you haven't restricted

the advertising budget to something you can afford - then

in these circumstances you could be on that fast track to


Having considered both the upsides and the downsides, how

do you get started with PPC advertising? First and foremost

you should carry out some research into the keywords that

your target customers are using to search for your type of

product or service. Techniques for conducting this research

are numerous, but lack of time and space here prevent me

elaborating further. I will cover this topic further in a

future article.

Another essential piece of knowledge you require before

entering the bidding fray, is the monetary worth of a

visitor to your website. By this I mean the average revenue

generated by each visitor. This will be your guide to how

far you can push it in the bidding process.

If you want to use PPC advertising to test your sales copy

on a new site with no visitor knowledge, then monitor your

costs versus sales closely. A daily budget is advisable at

the outset. Limit your spending to something you can afford

to lose if the worst occurs and you don't make any sales.

Raise this as appropriate once you can see the sales

conversion rate.

You're just about ready to dip your toe in the water. I've

simply given you an outline here and this is only my

interpretation of PPC advertising, which I suggest you use

as a stepping stone to finding out more for yourself.

Here's to your online success with PPC advertising.

About The Author

Mark Vandorone

At Five Marketing Mark Vandorone provides a simple, fast, and extremely powerful source of online advertising. You can try out Mark's service by visiting

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