Alternatives to Pay Per Click Marketing in Brief
The concept of the Pay Per Click form of advertising is one of the most common marketing practices on the Internet. The concept is quite simple; a user clicks on a link or ad banner which transports him to the website that sponsored the link/a banner. The sponsor pays to the website which generated the traffic. The process also works for search engines where advertisers can have paid links which appear on specific SERP; in this case advertiser is essentially paying for the keyword.
There are two primary financial models which determine the PPC – flat fee or bidding. The flat fee as the name suggests, the advertiser and the portal agree for a fixed cost per click. Whereas for the bid model, more prevalent in search engines, the advertiser has to bid for a keyword and compete with other advertisers eyeing the same keyword.
PPC is quite an expensive marketing strategy. Therefore it is important to analyse a return on the investment from these strategies against the objectives. In the initial stage there is a surge in traffic after launching with a PPC campaign. But is this sustainable in the long run? The company is spending money to gain users in a short turn around time and therefore it has to continue to spend money to maintain the growth. However not all companies can afford such high costs for a lengthy period of time.
Discover the Alternatives to Pay Per Click Marketing
The objective has clearly set the strategy in motion. And it brings us to an effective implementation of search engine optimization and link building. These two methods that create a perfect long-term impact on web traffic. However, before we get into the implementation it is important to know that both these methods do come at a cost (though certainly not as high as a PPC campaign). The link building/SEO requires a team of people to work together. They are essentially looking to use the various SEO and link building strategies to drive traffic to the site.
The team will have content writers, link builders, search engine optimizers and online marketing experts. The idea is to build a site through grass-root level marketing across the web. Look at various online marketing channels to grow the websites ranking or visibility on search engines. It is a known fact that majority of web traffic is generated through search engines and therefore the high visibility is mission critical. Not only does the visibility of the site on search engines have to increase but equally important is to maintain that high visibility.
The optimization can be done through article submission at various sites and directories, email marketing, social networking site visibility and reciprocal links. The process also includes banner ad purchases. But the banner ads are not purchased as an online media blitz but a well thought out / precision based strategy. The strategy can be aided by the SEO team who know the current trends on online marketing based on their experience. This synergy is of immense importance to companies without major ad budgets.
Opportunities/Possibilities
The bad news first – the process of establishing the websites required traffic takes time. The team has to be monitored and driven as it is not a one-time implementation. The results may take a little bit of time show but they do show!
Now for the good news – huge cost savings, sustainable growth and it opens a brand new area of online opportunity for products and services.
My name is Jay Mcleod, and I have been working in Internet Marketing professionally for almost 10 years. I love the industry as a whole, and would love to train everyone on how to run a successful business online, regardless of the business. Whether you are a "newbie" or a seasoned veteran on Internet Marketing, I hope to give you valuable insight and advice to a successful Internet Marketing program. 
