03.18.08
Banner Ads vs. Pay Per Click (Part 2 of 2)
Often referred to as cost per click advertising, PPC advertising is used to boost a website’s ranking status among search engine results.
Advertisers pay a predetermined price every time someone clicks on a keyword located somewhere on the Internet. When the user clicks the highlighted keyword, he or she is directed to the advertiser’s website. Additionally, the advertiser is charged for the click.
PPC advertising is beneficial to advertisers seeking a way to increase traffic to their website almost instantly. One of the challenges PPC users face, however, is how quickly the campaign cost can increase as the websites popularity grows.
Therefore, the PPC campaign should be monitored closely to prevent a budget blowout. [Natural or organic rankings, often achieved by good SEO (search engine optimization) and keyword use is the second means for gaining good search engine rankings.]
PPC and banner advertising both present separate yet relative marketing strategies. The strategy that will work best for any given company depends mainly upon the goals and needs of the organization.
Either way, an experienced online media buyer can assist with the purchase of an ad campaign, and go a long way in maximizing the company’s ROI.
