Rising to the Challenge of Pay-Per-Click and Other Online Marketing Strategies
“If at first you don’t succeed, try, try again.” “Romewasn’t built in a day.” “If you can’t take the heat, get out of the kitchen.”
Clichés to maintain enthusiasm in life are many and some of them so old that their corniness is too stale to bear. You’ve probably had your teachers, parents, and coaches all bore this stuff into your brain, and when they don’t come true, you want to fire back.
But you shouldn’t. Clichés like this do have a place in the world, and they are likely born out of experience—experience that shows that nothing worthwhile in life is simple and if you want something bad enough, you have to work for it. These little adages might seem silly, but they are something to remember during your periods of frustration or even outright failure to keep you moving on.
In online marketing, having these clichés on hand can keep you going through some of the hard modern processes. The one that often gives online marketers the most problems, pay-per-click or PPC advertising, is problematic enough for a dumpster full of clichés. Thankfully, you just need that one about “If at first you don’t succeed…” to get you through it.
Pay-per-click (or PPC) hasn’t really been around that long—only since the Millennium and after has it been a powerful and comprehensive tool for contemporary marketing. But this newness hasn’t necessarily helped its reputation with marketers trying to actually use it to full effect online. Because of pay-per-click’s relative youth and unpredictable patterns of success, one has to approach it with care to ensure that it can be a useful tool for online marketing purposes. But it’s not impossible to use; it just takes time.
Before you get going with pay-per-click, make sure that you have some cash on hand. This sounds silly, but like the “pay-per-impression” ad system of TV or newspapers, the agency workings of decades gone by, or other advertising systems both old and new, PPC has a cost attached to it. When people see your ad and click on it, you will get charged for that click. While the idea of PPC sounds cool insomuch as you become an online viral-marketing phenomena, you have to ensure that there is money to pay for things when this does in fact happen. Too often marketers have been caught in bad scenarios where they got their PPC advertising going strong but couldn’t pay for it and had to shut it down.
This leads to the more positive aspect of the business in PPC optimization. You want to get to the top of search engine advertising slots and come up number one when people use search interfaces, right? This is where PPC can be a nightmare as you launch PPC ads online but see no results in the end. You have to rework them with new keywords or related online ads that will appeal to the eye of the Internet searcher. This is where the marketers fail the most. In the past, if your ads didn’t work, you either rang up your agency to give them a hard time or scrapped your own ads in favor of new ones. PPC is different. Oftentimes you simply have to revamp their content or update them to current forms. Online techniques and advertising media like Google AdWords allow for this and can, in fact, be more cost efficient than some of the older techniques of marketing. It’s frustrating to go over stuff again and again, but once you get going with your PPC ads, you can see what is needed every time you launch a new campaign and how to sustain marketing success online. Getting as many PPC tips as you can helps too. There are tons online, in the library, or from other pros, so be sure to use those as well.
“…TRY, TRY AGAIN!” It sounds so silly but is so true. Especially in PPC, you really have to take a couple of swings before you get that home run. Keep at it, keep strong, and learn from your mistakes. Once you’ve got PPC down, you’ve got it down for good.
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