Applying PPC Search Engine Internet Marketing to Your Website

Google's popular AdWords has created a large interest in PPC search engine internet marketing. Though it may seem like an easy solution to a new age problem, pay-per-click (PPC) search engine advertising is not a holistic approach that will necessarily drive sales.

PPC advertising is an online advertising platform that allows a business to advertise on search engines. On the internet, consumers use keywords to search for websites. Business can select the keywords to advertise for, and pay Google on a pay-per-click basis. That means that the advertiser will only pay Google for each consumer that clicks on the advertised link.

The advertiser can select how much he/she wants to bid on the keywords. Therefore, the PPC cost is determined by the advertiser. A higher 'bid' secures a better position for the advertiser compared to other competitors who are also advertising using the same keywords.

Another advantage to this service is that it allows you to limit the amount you wish to spend each day, thereby preventing your advertising costs from going out of control. For example, if you chose to bid $10 for each click, and set $100 as your daily limit, the moment 10 clicks are registered, your advertising will cease for that day.

PPC programs are a great way to drive traffic to your website. It can be a powerful tool for new websites who are trying to establish a presence on the internet.

The problem is that many websites use PPC programs for the entirety of their online marketing efforts. There are many other options that need to be considered if you want to achieve organic online growth. Your website's design, your copy and your brand are some elements that need to be considered. I have seen several businesses that would rather spend money on PPC programs instead of website design. What results is a terrible brand touch point that creates a brand disconnect, thereby severing any potential relationship the business could have developed with the consumer.

Because these businesses waste their money on PPC programs, they receive a high amount of traffic, but low conversion rates. There's no point in paying a search engine to get consumers to see how terrible your website is.

In order to develop a strong web presence that can endure in the face of an evolving consumer landscape, businesses, however small, need to get the basics right. There a saying that goes, "there's never a second chance to make a first impression". When you develop an online business, it is imperative that you make good first impressions. Rebranding or relaunching an online business can be an expensive and time consuming affair.

In order to apply PPC search engine internet marketing to your website, you need to adopt a holistic approach. If you are looking to start an online business, or if you are looking to relaunch your online business, I highly recommend that you hire experienced media professionals that are able to produce results.

Dedrick Koh studied Advertising and Journalism at Ngee Ann Polytechnic. He currently works for Fat Pixel, an interactive advertising agency that focuses on result-orientated campaigns.

He was trained by former creative and account managers from Ogilvy and Saatchi & Saatchi and turned down an internship with Saatchi & Saatchi to work at a online marketing company that specialized in search engine optimization.

Prior to that, Dedrick Koh was a web designer at MINDEF Public Affairs. During this tenure, he worked with agencies such as DDB and Saatchi & Saatchi during their online campaigns for the Singapore Army and the Republic of Singapore Air Force.

Dedrick believes in a meme-centric approach to information transference and is an early adopter of new technology. In his free time he enjoys studying Western philosophy and psychology. He is also an accomplished classical guitarist and an avid chess player. Dedrick maintains a blog where he comments on social issues and new media.

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