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    Posted by Shane McQuillan 10 Jul
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    A Matter of Growth - Advantages of Pay Per Click and disadvantages of PPC to Develop your Startup

    With startups, it is all a matter of Growth - lets look at the advantages of pay per click and disadvantages of PPC to Develop your Startup in this essential phase of building your business.

    In the past, measuring the success of your startup company could easily be tracked by some fundamental, immediately understandable metrics. For a store, it's simply looking at how many people walk through your doors and make a purchase.

    Fast forward to the future, and the kind of metrics used in order to quantify a successful business, marketing strategy, website, become all the more complicated.

    Do they essentially have to be? Not necessarily, one of the ways that newcomer entrepreneurs and startup companies can not only measure the performance of their business, while driving traffic is through the use of PPC.

    First of all, what do we mean when we say PPC? For starters, it stands for 'Pay Per Click', and its a form of online advertising which gets to be a little more complicated than just one branch of marketing.

    It's a broad topic to go into, so let's begin with some of the different advantages and disadvantages before delving into how to use it for developing your startup business.

    Advantages of PPC

    • Easily measurable - allowing users to easily quantify the kind of return on investment they receive from the campaigns they deliver using PPC.
    • PPC's Influence is Rapid - While organic SEO can take months to measure effectiveness, PPC campaigns are far faster, with metrics being immediately available to track success.
    • Economic - Startups only pay when the PPC campaign has actually brought users to your site, saving you money for a campaign that simply doesn't generate traffic
    • Easily Customizable

    Disadvantages of PPC

    • PPC Campaigns can gradually become quite expensive - You have to be attentive of these kinds of campaigns. Not only to ensure they're successful, but also to make sure that they don't end up becoming too expensive on account of clicks that don't generate sales. This can easily eat into your ROI.
    • Skill, time and often money consuming

    How to use PPC to Improve your Startup's Online Presence

    Paid Search Marketing

    This is the most common kind of PPC that's used by companies. Startups can use this kind of search marketing to show off your business to those actively searching key-phrases on a search engine like Google.

    Use this method effectively by developing dedicated copy oriented around these key phrases, along with a dedicated landing page. One method is by having a landing page inviting users to subscribe to a newsletter - ultimately allowing that business to rack up a considerable number of subscribers and, by extension, potential customers.

    Display Marketing

    Generally speaking, display marketing refers to a range of banner, text or image-based ads that are displayed on specific websites. While these tend to provide a lower yield of clicks from potential consumers, they're useful for helping to foster brand awareness while also being a good solution for startup companies with a smaller budget to work with.

    Affiliate Marketing

    This kind of marketing solution tends to be 'smarter' in its payment-performance approach. Affiliate Marketing is ultimately when a marketing firm develops a dedicated range of advertisements such as search engines, price comparison websites, content-specific websites among others.

    This can be an effective approach for startup companies that don't otherwise have an in-house marketing team. While this is a good approach, it requires a good degree of time and attention to be successful.

    The best use of affiliate marketing comes from effective communication with affiliates in concert with accompanying content that makes use of the keywords used within your advertising.

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