There is probably no one who doubts that PPC is here for the long term. And while many dismissed PPC in the early days, it is clear that PPC is here to stay based on earnings reported by the search engines.
Take MSN, for example. Because of its huge user base, it can offer demographic placement of ads. In other words, if you want your ad to appear only for Women in the 20-35 age group, then MSN offers that ability.
Google and Yahoo! are also offering some form of demographic placement, but not to the extent of MSN. With these two, you can also opt to place ads in geographic areas, such as limiting your contextual advertising to appear only on selected sites if you chose to do the contextual matching.
Further, as a PPC advertiser, you need to be aware of the types of ads and delivery platforms being developed right now.
For example, we already know that Google is moving into Click to Call ads. In addition, they are offering AdWords advertisers the ability to advertise in magazines, and likely they’ll soon be able to advertise on the radio as well.
But, there are also other formats in the works, such as rich media ads and video ads.
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In reality, the paid advertising market on the Internet is still in its infancy. As the Internet becomes more ingrained into our lifestyles, advertising opportunities grow.
In the future, we’ll see more ads embedded into all our online content, including videos we download or watch and even web media we receive via our portable devices.
There are some pitfalls to paid advertising, however. At a recent Search Engine Strategies session covered by SEO Roundtable, attendees learned just how competitive the paid landscape is.
They introduced a variety of bidding tactics that have been designed to help the bidder own the market space.
Through such things as “bid shadowing” and “bid surfing,” one can effectively force a competitor out of the market space for chosen keywords.
Or, bidders can work co-operatively to lower the bid prices while still maintaining their presence online.
These are tactics that go beyond proper landing page creation, dayparting, and other bid management tactics. But, they do illustrate how competitive and advanced some firms have become.
Overall, I think the best bid strategy must start with acknowledging your bottom line – what can you afford to bid and still make money doing it? This is where some firms fail while the most successful go on to bigger and better things.
This ROI-based bidding can help ensure that you don’t “break the bank” while maintaining your competitiveness.
This type of bidding can also help you find those markets which are untapped by forcing you to analyze and re-analyze the market looking for those opportunities constantly.
Remember, an effective paid campaign is just like an effective organic campaign. You don’t always have to be number one. In fact, in some cases, a number 2 or 3 position can be much more effective at a much lower cost.
Rob Sullivan is a SEO Consultant and Writer for Textlinkbrokers.com. Textlinkbrokers is the trusted leader in building long-term rankings through safe and effective link building. Please provide a link directly to Textlinkbrokers when syndicating this article.