“Pay Per Click: The Dark, Dangerous Secrets of PPC They Never Tell You That Could Destroy Your Finances!” (Part 2)
There is a PPC trap that is predominantly a feature of Google Adwords. It doesn’t affect Yahoo Search and Microsoft adCenter because they require you to pay for your PPC advertising in advance. However, Google Adwords will allow you some credit. Good, right? Well, for newbies, not necessarily!
It works something like this. You open your first Adwords account, and follow all the steps Google recommends (after all, Google must know the best use of their own system, right?). You select a big bunch of the most popular keywords you can find in your selected niche, and insert them into your campaign, following Google’s recommendations. You set up a couple of ads, and activate your campaign. Then you log out, intending to check your account again in a few hours.
Next day, or maybe later if you’ve had some distractions, you check in on your affiliate account, but are very disappointed to find there are no sales. Then you log into your Adwords account, where you are horrified to find that you have scored hundreds or even thousands of clicks, and now you have a bill from Google for many hundreds or even thousands of dollars.
The problem is that popular untargeted keywords can generate huge amounts of almost worthless traffic. Furthermore, Google’s own traffic estimates are often very inaccurate. Then, these popular keywords are often very competitive, so Google will recommend very high bids in order to get good position. Furthermore, they will recommend a large daily budget to suit. Suddenly you have masses of traffic at a very high cost per click and nothing to show for it.
It may sound apocryphal, but it happens. Be warned: PPC need some expertise, especially Google Adwords.
The truth is that I love PPC. It suits my circumstances, my professional training, and my temperament. In the right hands it is an amazing marketing tool. Nothing beats PPC for instant sales results. But I think it is only responsible to warn anyone who has been sucked in by the latest hot sales page to be careful. PPC can really hurt you if you are unprepared.
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