The Negatives of Pay-Per-Click Advertisements

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by Kirt Christensen

In the time after Google Adword first opened up shop and people started flocking to the pay per click advertising has developed into the most popular way to advertise on the internet. An advertiser can create an advertisement and the search engine will take over and do the remainder of the work. That is a deal that a great many advertisers have been unable to turn down.

In concept the relationship is one of symbiosis. Ads are written by the advertiser and used by the search engine to help find potential buyers. The advertiser gives a fee to the search engine when the potential buyer chooses to visit the advertisers site.

When web surfers put a search term into the browsers search box the search engine displays the advertisers ads at the same time as the search results are displayed.

The truth is that it isn’t quite that simple.

For marketers looking for keywords, this is not always a simple process. It is not always just a matter of heading over to the search engines keyword selection tools. The keywords they have there are often overused and will produce many, many search results pages.

Since the average web surfer is going to lose interest in the hunt for information after the first five or ten pages it is important that an ad be among those five or ten pages in order to realize a profit.

Things get harder her because ads that are displayed with the first search results are there because the marketer has said he will pay the search engine more each time a searcher clicks on his ad than the other marketers promised to pay.

The standard form of advertising allowed the advertisers to have an ad displayed for a set amount of time for an established fee, regardless of how many people saw it. Advertisers realized this was an inefficient way to get customers.

This brought about pay-per-click advertising. In this form of advertising an advertiser only paid a fee when his ad was chosen. That way they could make a better profit if their ad was chosen on a regular basis.

Of course, from there the next logical step was to ensure the ads that would bring in the greatest amount of money every time they were chosen were among the top search results; therefore, in order for an ad to be among these top results the advertiser must be willing to “out bid” their competition.

The expenses for a pay per click ad campaign can compound rapidly without the advertiser even realizing what is going on because when your advertisement is in one of the first ad spots on a search results page it can get a lot of unprofitable interest and very little paying customers. That is wasted advertising budget.

Pay-per-click advertisement has potential to be a perilous obstacle course for an unaware advertiser to make his way through; it is a more complex enterprise than many marketers say it is. The good thing is that there are some great resources available (as well as other ways to advertise) out there on the internet for those sharp enough to use them.

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