Three benefits, you ask? Only three? Is this some kind of joke?
Well, I say, what’s wrong with three? The number three is accepted in a wide range of scenarios. In the Vatican, they’ve got the Trinity of the Son, the Father and the Holy Ghost. On television, there are reruns of Three’s Company. In baseball, it’s “Three strikes and you’re out!” And with pay-per-click search engine advertising campaigns in the online world (think Google Adwords), AKA PPC (and no, that’s not some kind of brain-scrambling chemical that turns you into a raging, drooling idiot being billy-clubbed by cops outside your favorite whiskey bar), we have three benefits. This PPC stuff is a very popular option for online marketers setting up a business online by placing cute little text adverts of just a few lines, like a title and two lines of copy, on a special area of a search engine page. And that brings us to another three thingamajigee, that is, the three biggies in the search engine universe, Google, Yahoo and Bing. The vast majority of PPC advertisers put their cute little adverts on the search results pages of one of these three search engines, hopefully, from the perspective of an advertiser, on page one, as many Net travelers may notmost likely will not bother even looking at page two and certainly not the third one, although I tend to look at page thirteen myself just because I was born on the Thirteenth (of October if you’re curious, or even if you’re not, and I would like, oh, say, three pair of silk-cotton mixed-weave socks, thank you very much). The point here is that PPC advertising will help you get a bunch of bucks and/or get the names and emails of people who click on your ads pointing to a sales page or a lead capture page most often. Of course, to varying degrees, your success is dependent on one’s budget. Anyway, without further ado, let’s now take a look at these three so-called benefits that are provided by the wonderful world of pay-per-click advertising:
Benefit Number One. Do you know who Michael Douglas is? How about Catherine Zeta-Jones? If you know nothing about these two people, perhaps you would like to be told that they are famous Hollywood movie stars. Moreover, they are a married couple. Still more startling information is that in fact they have acted in a film together called Traffic, which by a bizarre turn of affairs is also what the first benefit of pay-per-click advertising I wish to inform you of is, trumpets on the ramparts — TRAFFIC!!! Now, the movie Traffic and the PPC Traffic differ in certain ways. For one, if my guess is correct, the word “traffic” in the flick is probably a verb, as in “to traffic in something”, in this case that something being drugs and not humans, if I recall the storyline in its essence. But with pay-per-click advertising the term “traffic” is a noun, said noun representing actual human beings and not drugs. You got that? Movie, verb, illegal pharmaceuticals. PPC (not a drug), noun, someone looking for stuff on the Internet. I hope I have made this point clear to you. If I haven’t it’s your fault and not mind, but please, just continue reading, don’t run away to a corner to cry. Geez, some people! Where was I? Okay, yes, online traffic can be purchased somewhat cheaply via a pay-per-click campaign by bidding on keywords that those traffic people use when searching for stuff on the Net, and this sort of online traffic, paid for, is usually going to be delivered to your site or blog much more quickly than organic traffic, unpurchased (except for the time involved in SEO . . . but this piece is not about SEO, so in case you have no idea what SEO means, well, that doesn’t matter right now except that it is organic, meaning there is no fertilizer of some sort stinking everything up, like filthy green lucre, for one, and that, well, yeah, exactly, you don’t have to pay for it, except with time, and lots of it). In other words, or actually more or less the same words, PPC traffic can be had for a relatively low price, if you know what you’re doing, and almost immediately.
Benefit Number Two. Do you know what a branding iron is? In the event that you are a complete moron and have no idea, I will explain. A branding iron is not used to press your Sunday-go-to-meeting best. No, not at all. Rather, it’s a torture device used by cowboys for ranchers to help usually bovine babies learn about the eventual harsh realities of fast food needs and steakhouse restaurants, this device being a length of metal, probably iron — although I suppose it could be steel, maybe even stainless steel in that, you know, sometimes it rains on ranches . . . anyway, I digress. A length of metal, right. On one end of this branding iron is a handle type of object, and on the other end is the branding part, which has a particular, patterned, flat cookie-cutter-looking thing that when used properly leaves an impression on the surface of that which is branded by means of pain and pressure. This impression remains in the form of a scar both physical and emotional because, cows have feelings too. Haven’t you ever gazed into the big sad eyes of a Bessie the Holstein mooing at you from the mushroom fields you’re trespassing on? Well, whatever. This impression, this brand seared on the flank of a little, innocent calf, indicates capitalistic ownership. It says, this cow is mine. And I am someone, someone you must sit up and take heed of, someone you should admire, a VIP, a personage of prestige, and I am as rich as Midas, so pay attention you mere minions and kiss my ring. In other words, pay-per-click can be used to identify oneself to a market niche population that only wants to buy your product and will come back over and over to buy your stuff because you are the most trustworthy and well-known online provider of said good. Yes, PPC is good for branding, but in this case there is no blistering heat scarring your skin, no danger that you are going to get hurt, unless of course you get burned in the process of paying too much coin to Yahoo to secure those clicks, which would mean that your self-branding efforts aren’t working out so well and it might be time to go back to the drawing board, or maybe the ranch. However, if through your PPC advertising you are pulling in quality traffic and improving the organic search results of the website you are advertising, the more often somebody sees your ad, the more your name and reputation remain in the surfer’s mind, the more you are branded as the right source to buy from. More eyes more often means more trust. More trust equals more sales. Every once in a while branding feels good.
Benefit Number Three. What does it mean to convert, you wonder? Then again, you might not, but that is of no concern to yours truly because I am going to answer that rather than the willfully incurious. And it is a curious answer because of the depth of feeling involved in at least one of the situations within which there is a connection to said question, and that is, in some circumstances it means to switch from one to another of an institutional religious corporation, or faith, if you prefer, such as a lamb of the Christian persuasion changing stripes, or fleece actually, to the dreadlocks of Rastafarianism because smoking a little pot is not going to see you later burning in damnation forever, or dare I say it, a Muslim becoming a Jew because it might be less socially taxing to enjoy the occasional ham on rye. The reasons and motivations for a religious conversion in fact far out-number the religions to convert to, so much so that others may be perturbed by such a decision, but you will never run out of ways to explain said conversion if pressed to do so. Actually, you can just make up a reason if you want (which the closed-minded would probably call “an excuse”), and depending on the religion you convert to, that might even be okay, but don’t ask me which religions those are because, basically, I’m not interested, however curious I might be. And believe me, I am curious, so have a little faith, okay? The excuse for my lack of interest in which faiths, speaking of faith, allow the telling of little white lies is that I am more interested in another type of conversion, the one that has something to do with the subject of this piece of writing. That makes sense, doesn’t it? I mean, after all, we are talkig about pay-per-click search engine advertising, are we not? In fact, this form of conversion is in regard to a rather unholy alliance, if you’re thinking in religious terms, between Man, Machine and Money, and keeping track of how much money the machine eats up before spitting out people who will give even more money back to you. You see, with PPC advertising campaigns, it is fairly easy to track the conversion of clicks to coin. All the info is right there for you to see where you can compare the number of individualshicks who only click on your cute little advert with the people who actually take further action purchase your product. It’s a simple matter of just figuring out what all the statistics on your campaign page mean and then planning your PPC budget accordingly.
So, there you have it, laid out very clearly for you (if you can read between the lines), the three benefits of using pay-per-click search engine advertising to in order to get wealthy as an online marketer.