The funny thing about any pay per click marketing is that it is so easy to get into and started. The problem with it is that it can be horrendously expensive for no real results unless you commit to thorough training and learning. The simple fact that very few marketers know how or can be bothered to learn the strategies is what makes PPC marketing so good and lucrative.
The secret is in the keywords, or more correctly, the use of the right keywords. For this you need to do research and this is where most newbies fall down. They find a keyword tool and generate some keywords without realising that a million other people are bidding on the same ones! This of course leads to bid prices for clicks being pushed higher and higher by people who really don’t know what they are doing. These folks will either give up or resort to less popular search engines like Yahoo and MSN.
This cuts straight to the heart of the matter for pay per click beginners. Google is the most popular search engine by a country mile. Therefore you have got to be there. The advantage is that Google has the highest potential to bring a lot of traffic but the disadvantage is that this traffic can come at a huge cost. So high in fact that most would be marketers will go broke long before they make a profit. Yahoo and MSN on the other hand are much less expensive, but no where near as popular or effective.
How then do you strike a balance between high traffic volumes at a low cost?
You must do some grunt work. You must do keyword research right at the beginning which other advertisers are not prepared to do. Instead of chasing the easy, obvious, high competition, low hanging fruit keywords, you have to create your own and find the keywords that haven’t yet made it into the research tools that everyone else has access to. This way, you reduce your competition while tapping into large volumes of traffic.
You still need to use the keyword tools, but in a creative way.
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