HomeHome SitemapSitemap Contact usContacts

PPC and the Game of Monopoly

The role of Pay Per Click (PPC) advertising does have a history that is worth sharing. In the beginning it was relatively inexpensive to have laser-focused advertising in a PPC model that not only delivered potential customers to your site, but could be had for a relatively small amount of capital.

What once could be had for less than a quarter a click now costs at least ten times that much.

Add to this scenario a significant amount of click fraud (a case where individuals intentionally click on PPC advertising to drain the budget for a competing business) and you have a scenario where there are becoming few methods that are actually working to make PPC a desirable method of advertising.

If you already have significant income from solid Search Engine Optimization (SEO) methods then the use of PPC can simply be a way to show your results in the search engine first in many keyword specific categories.

Essentially what has happened is those who have the deepest pockets have bid beyond the ability of most start up online business owners. By doing so they ensure that the startup has a hard time developing their business. This has the rippling effect of making it much harder for competition to enter the world of ecommerce. Some may call this a monopoly while others may view it as simple business sense.

This is one of the primary reasons I stress the use of keyword rich knowledge-based content for your website.

While PPC advertising can help you with results now they will not promise long-term results because they are only sending targeted advertising at your expense. Once you can no longer afford PPC they will no longer send people your direction.

However, these same directories and search engines will rank your site well if you have backlinks and a well-rounded Search Engine Optimization (SEO) strategy in place. That strategy is based on both networking and a solid understanding of keyword placement for optimum exposure.

Many people donít look at keyword SEO strategies because they believe it limits their web design creativity. In the end, however, business owners much ask themselves how important a beautiful site is if there are no visitors to enjoy it.

In my opinion PPC advertising is not the salvation of online business, but it was a good idea that has degenerated to monopoly of the highest bidder. This isnít a bad scenario if you have a cushion of advertising dollars you can spare, but if you donít Ė think, rethink and think again about keyword rich content and SEO.

Scott Lindsay is a web developer and entrepreneur. He is the founder of HighPowerSites and many other web projects.

Make A Website in minutes with HighPowerSites or Build A Website with BuildAGreatSite.

Start your own ebook business and Resell Ebooks with BooksWealth.

Source: www.articlecity.com