Saturday, 27 October 2012

PPC Ineffective? -Excerpt

An excerpt from a guest post I have recently completed:

PPC Ineffective for Authors?

Pay-per-click was once one of the hottest new things in advertising. Being able to get a small advert to millions of people through carefully selected websites and only paying when your advert was clicked on sounds like a good idea. Even if your advert is not clicked readers may see the name of your business and look further later on. One would even assume that anyone who clicked on to your advert would be very interested in your product/service and be very likely to buy.

But this is where the bubble bursts.

Over the years, I have run PPC campaigns and studied them in various organisations and from that I suggest it only really works for certain products. Research released this year seems to back up my opinions. The research was compiled by taking fifty organisations who had advertised using PPC and compiling their results from 2005 to 2011.

From the research, a click through to the website could cost anywhere from $0.32 to $1.24 (with the past three years all being above $1.00 per click). The click through rate has mostly been around the 0.3% of advert views. One year (2005) it was above 1% and in 2006 and 2010 it was 0.7%. This shows that PPC is rather ineffective on getting people from seeing your advert and clicking through to your page. This could be explained that along with your advert there are anywhere from three to five similar products being advertised.

To read the rest of the post: please visit here.

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