Paid Search is Pay Per Click or AD Impressions – Paying for web traffic.
While some of our search marketing cousins call SEO “Praying for position”. As search experts we can definitely agree that paid search is “paying for playing”. Back in the 1990’s before paid search SEO was really the only option for those seeking a first page ranking on the search engines. Enter paid search or as we at AD Web LLC call it search engine marketing for the algorithmically challenged. A little internet marketing humor.
AD Web started offering paid search services in May of 1998 and we quickly embraced this new form of search engine marketing.
Paid search offers many benefits to businesses wanting to receive targeted website traffic. First unlike SEO, paid search is almost immediate. You can start a paid search campaign in the morning and by lunch time you can see new targeted web visitors.
Buying Keywords And Paying For Web Traffic
Sure you can use pay per click and pay per impressions to guarantee a first page ranking for large list of keywords. You will of course need to use the proper bid amounts in your pay per click campaign. You will also need to make sure the keywords in your campaign are relevant to your website content. If not you will pay more per click in the form of a penalty but aside from that a first page ranking is easy to guarantee.
One of the biggest drawbacks to paying per click is you are paying per click regardless who initiated the click and the of the outcome of the click.
The cost of a single click can very dramatically depending on the keywords related to your business. One company in a non competitive industry can pay under a dollar per click. A company in a highly competitive industry can pay $10.00, $150.00 or more for a single click. Not to mention a poorly converting display ad can even be more expensive, when you average out the cost per impressions.