Wikipedia defines Pay Per Click (PPC also called Sponsored Search Engine Advertising ) as an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher (typically a website owner) when the ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than use a bidding system. PPC "Display" advertisements are shown on web sites or search engine results with related content that have agreed to show ads. This approach differs from the "pay per click” methods used in television and newspaper advertising.
What this means is you bid on certain words using a Keyword Exchange (target words that helps drive clients to your website). Banner Advertising uses a similar process which Marketers and Marketing Companies have rebranded a Retargeted Marketing.
In the past this was one of the most effective ways to market your website, but not anymore. We are not saying you should invest in this type of marketing we are saying this should be a small part of your marketing budget.
It is so easy for a Marketer or a Marketing Company to skew the reporting numbers that about the only people that really benefit from this type of Online Marketing are the Marketers and Marketing Companies. For the most part every dollar you invest into PPC or Sponsored Search Engine Marketing the Marketers or Marketing Company will keep upwards of 50 to 75 percent of your advertising spends and the markup on Retargeting Marketing is worse. Recently there has been a large push by Marketers and Marketing Companies in Retargeted Marketing.
The reason we are seeing a reemergence in Banner Advertising is PPC is not near as effective as it once was and Marketers and Marketing Companies had to reduce their profit margins and/or introduce creative reporting by manipulating local networks.
The way you can tell if your marketing company is on their digital toes:
Search for the word "Bad" (or any derogatory term) and then the keywords you use in your ads. Example: “Bad Honda Dealer”, "Terrible Toyota Dealer” or “Rip Off Nissan Dealer”. People really search these terms just to see the reputation of the place of business they are interested in doing business with.
Another way to see if your Marketer or Marketing Company is skewing their reporting number is to check your local networks such as Google Places (Google Maps Listings this can also be Google+ listings), Yahoo Places, Local.com, City Search, Insider Pages and so on. There is 100s of local listing sites that Marketers and Marketing Companies place their Proxy Phone Numbers on to skew the number so it appears their marketing program is working in your best interest.
The problem with this tactic is that it can create duplicate listings which we will address on the Local Search Engine Optimization page and the public would have found you anyway and call your local number that is listed with the local phone company.
Sponsered Marketing Facts:
- Less than 10% percent of the public will click on the ads in the Sponsored Advertising section of the SERPs (Search Engine Results Page)
- Many companies will place your sponsored ads on Sub Search Engines to Report cheap click cost
- Many companies will use display ads to elevate their reported impression numbers
DeliveryMaxx does not endorse or reject this form of marketing. We feel that we should make as many people as possible aware of some of the malicious practices in the market place.