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What would be the better idea and why? How much is a good starting bid? I realize this may be quite general , but your thoughts would be appreciated.( first message here)
My view may be biased as we sell impression based advertising (CPM) on our own highly targeted sites, but given that here is our view on advantages for both CPM and CPC.
1. You can piggyback on the authority and credibilty of that site. Most sites do have stricter selection guidelines for their advertisers than general PPC search engines. That translates to an increase in trust to people who see your ad. To me this is the prime advantage.
2. People who visit those sites regulalry may see your ad more, and as we all know it takes a few impressions for your ad to register.
3. With PPC search engines, you are competing against many others.. ranging from affiliate sites to people trying to set up their own directories and second-party marketing services, plus some sites that are much more general than your specific product. Single sites can target you ad much better in many cases.
4. Becuase single sites are usually smaller and very targeted, they know their specific market better and sometimes this translates to more flexibility for anything from size and weight of banners, copy wording, links, timings, packages including insertions in their newletters, opportunities to be included in advertorial, frequencies and which pages the ad appears on.
5. Single targeted sites are also better for b-b rather than consumer sites. I think PPC sometimes is better for consumer items.
Of course I am sure there are advantages of advertising in PPC engines too, but I will leave that to PPC search engine reps!
We are investigating the benefits of PPC search engines, but wanted to know your thoughts on purchasing on individual high ranking PPC sites... with a more targeted audience.
What would be the better idea and why? How much is a good starting bid? I realize this may be quite general, but your thoughts would be appreciated.
From another thread
Results vary with each PPC provider. Some are more successful at marketing to certain industries than others. It all comes down to testing and measuring the ROI. New players are always entering the PPC Industry too, a small percentage of the new players may turn into something good.
Regardless of the prospecting method you need to consider three factors: Time, Traffic, and net ROI.
Niche PPCs offer may offer good ROI, but they lack Traffic and take more Time to hit critical mass. (Is it worth the overhead and time of maintaining?)
Larger PPCs may offer good Traffic levels in a short amount of Time, but they may have poor ROI for your industry. (Although, a lot of advertisers seem to blame PPCs, when they are the actual cause of their poor ROI.)
It is really important to accurately determine where the break down in the sales cycle is occurring. Is it coming from fraudulent clicks - prospecting phase; poor ad copy - conversion/sales pitch phase; or Shopping cart abandonment -break down in the 'closing the sale' phase.
I hope this answers part of your question.