Secrets of successful websites

PPC essential


PlannedSites considers pay-per-click campaign(s) as an essential adjunct to serious optimisation:

1.    Pay-per-click adverts, known formally as Google Adwords, are the sections on SERPs called "Sponsored Links".  They always appear on the right hand side of the page and, often, at the top too.  If they appear at the top they have a very light yellow background and are restricted to three in number.   In both cases they are labelled "Sponsored Links".
2.    Detractors say that 65% of searchers don’t look at these ads.  PlannedSites says;
a.    If 65% are not looking at the ads then 35% are and, because they are looking all over the page, are likely to be the more discerning.
b.    Pay-per-click, since the third quarter of 2007, has been the biggest advertising generator in the UK when they  overtook ITV.  Channel 4 is in third place.  Advertisers would not support a medium to this extent if it didn’t work.
c.    Have a look at the advertisers.  All those big names can’t be wrong.
3.     Pay-per-click is the only advertising medium in the history of advertising whose results can be accurately measured.
4.    Pay-per-click is the only advertising medium in the history of advertising where the advertiser is only charged when someone shows an interest rather than when it’s shown
5.    Pay-per-click is the only advertising medium in the history of advertising that can be turned on and off instantly
6.    Pay-per-click is the only advertising medium in the history of advertising where the wording of ads can be changed instantly

All this means
1.    A properly run pay-per-click campaign is a money machine.  You put advertising revenue in one end and profitable sales revenues come out the other.  
2.    As that is the case you don’t need some accountant to fix a budget for you.  You need as much cash as you can lay yours hands on because it is inevitably going to return more cash as profit.
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