Pay Per Click (ppc) And Email Marketing

One way of either generating web traffic or earning money is with Pay Per Click (PPC) advertising. There are two sides to this type of internet technique so here we will look at both of them.

The advertiser. If a website owner has the resources to pay for the generation of more traffic to their site then they can simply pay a search engine to place their adverts in strategic positions on the results page and on the sites of other people. The name is due to the fact that it is not billed as a set fee but rather on the basis of a small amount for each internet user who clicks on the link in the advert and ends up on the advertiser's site.

The displayer. A technique to make money from a website without doing very much is by placing PPC ads on it and getting paid by the search engine for each visitor who clicks on them. This sounds like an ideal way of earning money, although it has to be borne in mind that it only works if there are people who visit the site and who are willing to click on the displayed ads on it.

On the search engine results page these types of ads sometimes show with the name "sponsored ads", and Google AdWords, Yahoo Search Marketing and Microsoft adCenter are among the biggest names in the industry.

PPC is an instance of an internet relationship which works for everyone concerned. The search engine firm charges a fee for placing the ad, the advertiser gets relatively low cost publicity and knows that those who have clicked on the advert has done so because they wanted to, while the person who displays the announcement in their own site makes a hassle free profit. The customer also gains something, as they can choose to enter into the ads which interest them and catch their attention.

While any sort of email communication from a business to customers or potential customers can be classed as email marketing the phrase is generally considered to cover those instances where the direct aim of the company is to gain new clients or to win more business from existing ones.

This can either take the form of an email which is an advertisement in itself or a message which has some of publicity attached to it. There are some big advantages and also some disadvantages to this form of marketing, so let's have a look at them:

Advantage - Effectiveness. Email marketing is not only one of the most effective ways of reaching out to people; it is also one of the easiest to track and repeat.

Advantage - Volume. It simple isn't possible to call or to visit anything like the number of people whom you can send an email to in a day. To maintain quality levels a good technique is to ask existing customers to opt in to, so that they choose to receive emails which may be of interest to them, rather than sending the messages to everyone on the firm's database.

Advantage - Popularity and speed. These days the vast majority of people have email accounts, and over 50% of people who use the internet look at their email at least once a day. This means that email marketing can reach out to huge numbers of people and get a very quick response.

Disadvantage - Rejected messages. Not all the emails will get to the intended recipient for one reason or another.

Disadvantage - Annoying and impersonal. Not everyone likes to receive emails from companies who want to sell them something. The two best ways to try and get round this drawback are; using the opt in clause mentioned earlier and including some genuinely useful or interesting information in each email.