ADVANTAGES OF PAY-PER-CLICK ADVERTISING

The pay-per-click model offers the following advantages over most other forms of advertising:

• Low risk. Advertisers can start with a minimal investment. You only pay when someone clicks on your ad and visits your site, so there is less waste than with CPM campaigns, and you have absolute control over cost/visitor.
• Flexible. No long-term contracts or commitments. You can change your bids nearly instantaneously and can increase, decrease, or stop your spending at any time. Keywords are easily added and deleted, and listings (ads) modified.
• Immediate results. Unlike search engine optimization efforts, which can take months to deliver notable improvements, paid advertising can deliver top placement and Web site visitors immediately.
• Easy and fast to implement. A simple Google AdWords campaign can be up and running in five minutes. Even large pay-per-click campaigns running across many search sites take only a few days to launch.
• Can accommodate any budget. If your goal is to minimize cost, this can be accomplished by selecting keywords that are less popular and less expensive (but still relevant to your business), and by running your campaign with the lower cost ad providers. If, however, your goal is to maximize visibility, position and visitors (and your budget accommodates this), this can be accomplished by selecting the most popular terms and bidding for a top position with the top providers.
• Measurable. With pay-per-click campaigns you’re able to track exactly how many people visited your site as a direct result of a specific ad, for a specific keyword, on a specific search site, and you know exactly what you paid to get them there! Hopefully, you also know what actions search visitors took on your site after they arrived. This allows you to quickly determine which sites, keywords and ads are delivering the best value for your money.
• Fast optimization. Advertisers start measuring results immediately after a campaign is launched. Based on this data, various campaign elements are modified and results are measured again. This cycle takes days with keyword advertising, versus three to six weeks with optimization.
• Ability to control costs. Precise tracking allows you to optimize your campaign around the most effective sites, words and listings, thus controlling cost/visitor. Based on your site conversion rate, you can predict and ultimately limit your online customer acquisition cost (cost/customer).