What Advertisers Like about Pay Per Click Advertising
Most advertisers have appreciated the benefits derived from pay per click advertising. In recent years, they have begun to prefer pay-per-click ads over other forms of online advertising, like banner ads or pop up ads. There are several reasons for this.
You will find that pay per click advertising are displayed on the results page of search engines, thus you reach a much larger potential audience than banner or popup ads, which normally get placed in specific websites or in an online news sources. Research has shown that people browsing the Internet use Google or Yahoo at least 80% of the time, and it should come as no surprise that the lion’s share of pay per click traffic is gobbled up by these two giant search engine properties.
An important point to remember might be that these searchers get exposed to pay per click advertising on a regular basis. Even if the searchers do not click on your ad, you may have made an impression on their minds (especially if you have a powerful ad copy), and that impression comes at no cost to you. They may eventually remember your company’s name when they are looking to buy items similar to what you sell. Perhaps they just were not in the buying mode when they first made their search.
Pay per click ads are usually composed in pure text, although there are search engines that permit the inclusion of a logo. Consumer research studies have shown that text ads exert a greater influence on online searchers, because the text in pay per click advertising provides information that helps them decide, rather than just capture their visual attention with flashy graphics with little detail.
Online searchers have little time to waste, not when they are looking to buy products online or simply doing research on products for their future purchases. They therefore prefer to see ads that tell them as much as possible about the website and its offerings, so they can be more efficient in searching for sites that fit their needs.
It may not be easy to believe, but other forms of online advertising turn out to be more expensive than pay per click ads. The main reason is that the advertiser does not owe anything until someone clicks on the pay per click ads. An online banner ad, in contrast, is usually priced on a cost per thousand impressions or displays of the page that contains the banner ad. With banner ads, you only know that the page has been visited, but you do not know whether your banner ad has been seen. But you have to pay anyway.
The advertisers find it quite easy to calculate the return on investment generated by a pay per click ad campaign. The cost is easy to get, because there is a charge only when there is a click. More than this, the analytics can be quite informative, such as statistics on how many clicks were made during a certain time period.
There are many valid reasons why advertisers like pay-per-click ads. Perhaps the best reason is they know that searchers are interested in the product, that’s why they click. That is the appeal of pay per click advertising.