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Is the idea to spend as little as possible and last a long time, or is it to find the most appropriate high ranked site with pay per click and receive targeted hits? This is an honest question, I have never used large search engine pay per clicks, because they seem less targeted and everybody and their brother wants to be listed, raising the prices and lessening the value to the visitor and their need to click on it( I never click on them).
Would it be better to advertise on more targeted sites with decent traffic,for less money, developing a target base? Am I wrong here?
Yes - And IMO, pay per click advertising is probably the most targeted form of online advertising.
>>> Is the idea to spend as little as possible and last a long time?
The answer is NO. If I am earning 1 dollar for every dollar spent on pay per click advertising, then I wouldn't mind spending $1000 a day!
The idea here is to spend as little as possible for a click (cost per click or CPC).
If they are only spending $100.00 in six months then they aren't using Overture. Min six month spend would be $150.00 over six months. Chances are they could expand to Overture and do even better.
One of the niches we are in we spend around $100 in 6 months too on both OV and Adwords. Its just that we have so niched sites, that there are not many terms we can use. Boraden them and we waste money and our CPC goes down fast. However when we do get hits, they are highly valuable.
So certainly dont agree that you need (or can!) spend a lot, looking at our own btob high value service area.
There will be some industries that PPC might not be right for, but each advertiser needs to give enough things a try before blaming the system.
Bottom line, ROI, profit, ROAS, show me the money.