PPC Marketing – There Are Options Other Than Google Adwords
When it comes to PPC (Pay Per Click) marketing, Google Adwords tends to grab the majority of the headlines. Even most of the PPC training materials focus on how Adwords is structured. The truth is that it might be a better idea to get past Google Adwords and spend your advertising dollars somewhere else. Over the past several years, there have been a number of other PPC networks that have been proven to be very effective and more importantly, less expensive.
If you are looking to advertise through social media, then running a PPC program through Facebook is an excellent choice. While its PPC program has gained a lot of publicity, it is still fairly under-utilized in comparison to Adwords. Plus, it allows you to target your audience both by location and interest. So far, the best results that have been reported are for advertisements that try to get people to become fans of Fan Pages, rather than to visit an off-site website. Fortunately, with a simple iFrame setup, you can add an opt-in form to build your list directly through your Fan Page.
It is also important to keep in mind is that there are a lot more advertising networks outside of Google Adwords. In general, the top 5 alternatives are your best bet, although there are dozens of effective networks to choose from. This includes not only your standard text ad advertising that Google offers, but also in-text advertisements. With these advertisements, your keywords are hyper-linked in the content of the publishers. Depending on your target audience and their internet habits, this can be a very effective alternative. Plus, since so many people focus on Google Adwords, you can end up spending a lot less per click on other networks. If you are worried about getting fewer clicks, because you ad shows less often, you can simply use the extra funds to expand your keyword lists and test out new ways to reach your potential customers.
Finally, you can purchase advertisements directly through websites or a network of websites. This gives you an opportunity to utilize banner advertising as well. Many websites will allow you to purchase banner space based upon a per month, pre view, or per click basis. In general, if there is a banner in the header, that will provide you with the best results. However, it will also carry the highest rate. The least expensive banner space is normally for a 125X125 banner in the side bar. These banners tend to have the lowest conversion rate because there will normally be a group of 6, 8, or 10 banners together, which can cause ad blindness very quickly.
There are also websites or groups of websites that run their own advertisement opportunities. This is most often seen with very popular, broad websites or networks. One of the primary drawbacks to keep in mind is that if you are advertising across their network of sites, some of the websites may not be visited by your target audience. At the same time, these are often much less expensive that any other ad networks, so the lower viewer total can balance out with the lower cost per click.
PPC marketing is definitely an excellent method of online marketing. Unfortunately, Google Adwords has become so saturated with competition, which means you have to pay much higher rates for the top spot and for most clicks. Keep in mind that the top 2 or 3 spots tend to convert at a much higher rate than the others, so no matter where you choose to advertise, it is worth the additional expense to make sure that you are at the top.
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June 12, 2011
Tags: advertising networks, pay per click marketing, target audience, training materials Posted in: business resources
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