There is a lot to be said regarding Paid Per Click Advertising and Link Popularity. I will briefly explain the two and the merit of each.
Paid Per Click Advertising, simply abbreviated as PPC Advertising, is performance based advertising where advertisers spend money for every visitors that go to their website, depending on their objectives. This is a new way of advertising pioneered by Google. With this kind of advertising, webmasters will be able to quantify their return on investment and adjust their marketing dollars accordingly.
Why do advertisers use PPC advertising Quite simply, advertisers can get an idea on how much they spent and what they expect from it. If one click costs an advertiser $ 0.50, then he can expect certain number of visitors with certain budgets. Furthermore, PPC advertising is one of the fastest way of getting visitors to a website. Registration is simple and an ad campaign can be prepared for as little as 5 minutes. If a webmaster want to grow big and quickly and he has the means to do that, then PPC is probably the best way to go.
Link Popularity on the other hand is geared towards a long-term survival for a website. One of the drawback of link popularity is the time taken to receive considerable amount of links from other websites. It can take months or longer. On the other hand, link popularity is more permanent than PPC advertising. Once your budget is spent on PPC, your source of new visitors are gone. Link Popularity stays there. If you have 1000 backlinks and it draws 50 visitors per day, then the chance is you will get that much visitors for the foreseeable future.
Another nice feature of building link popularity is that it costs you nothing in term of money. All you have to do is writing more contents or submit your websites to free web directories widely available.
One of the biggest drawback of building link popularity is time. As you may know, time is money. You wont get lots of backlink in a short amount of period without spamming or buying a text link. Furthermore, you may not have much content and writing contents take time. This constraint can be solved if you have money to spend. You can spend money buying copyrighted articles for your websites content. You can also buy some individuals who will then submit your websites to hundreds of directories.
It all goes back to you. If you are pressed for time, you need to spend money to speed up the process. But if i were to choose, Id prefer spending money on building link popularity rather than PPC advertising. The reason is simple. In attracting constant new visitors, link popularity lasts longer than PPC advertising.
Submit your site for free to our web directory at If you are pressed for time, Hari can help you submit your site to hundred of websites for a small fee.
Pay-Per-Click advertising plays a significant roll in the success of small-to-medium sized B2B companies during all phases of the buying cycle.
Is your company covered across the entire buying cycle for your behavioral segment keywords relating to your products and services This article will answer these questions.
What is the B2B paid search buying cycle
What keywords should you bid on
When should you bid
How much should you bid
Do you have compelling call-to-action
What other forms of advertising work well with pay-per-click efforts
Lifetime Value of a Customer
The value of a new customer for B2B marketers is very high. Each B2B transaction is high and leads to an even higher lifetime value that could be worth hundreds, thousands or even millions.
Researching Through Search
Pay-per-click advertising delivers immediately to searchers who are researching companies; capabilities, specifications, usage practices, liability, reliability, product integration, reputation, location, costs, etc.
Searches vary depending on stage of buying cycle. According to a study released by Google and Millward Brown, 22 percent of respondents would turn to search as their first source of information during the purchase processs first stage (research and engagement). Another 16 percent would turn first to manufacturers Web sites, 15 percent would go to colleagues, 12 percent would talk with IT consultants, and 10 percent would go to content Web sites.
Stages of the B2B paid Search Buying Cycle
1st Stage - AwareBuyers tend to use broad category search terms to conduct their initial awareness search.
2nd Stage - ResearchBuyers use additional add-on terms such as, reviews, articles, etc.
3rd Stage - CompareBuyers tend to use comparative words to extend awareness such as, comparison, compare, difference, etc.
Final Stage - PurchaseFinally, buyers do branded or product name searches to confirm their findings and make an information buying decision.
Now that you understand the when to bid and what to bid on, now we will discuss how much to bid
Bidding Strategies
Prior to launch of your B2B pay-per-click campaign, you should understand the metric that makes your business successful. Savvy marketers will have a mixture of manual and automated bid techniques to make sure their keyword bids align with performance thresholds. Typical B2B thresholds are usually based on cost-per-acquisition (CPA). This is the amount you are willing to pay to get an action; telephone call, contact us form, download, request demo, newsletter signup, etc. Positioning your ads is one part of the pay-per-click process. The other is how to improve conversions. Anyone can send traffic to a site, but getting the traffic to convert requires analysis and pro-active marketing to create good call-to-actions.
Call-To-Action Sells
, Pamela Parker, has some good sound advice that we follow to form our B2B best practices.
Among calls to action, those surveyed found an invitation to compare prices the most attractive, while calls to download a demo or learn more came in next. Among benefits, promises of easy integration rank most favorably, with solving business problems or having multiplatform support come in second and third, respectively.
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