Online marketers considering the use of pay-per-click (PPC) as part of their advertising campaign should approach with caution, it has been suggested.
Writing on Promotion World, Monica Corral Lorica claimed that PPC is often not "as easy as you think it is".
She suggested that marketers should first look to use a PPC search engine which generates a high amount of traffic, pointing to the likes of Yahoo!'s Panama and AdWords by Google.
Meanwhile, she claimed that constantly attempting to be ranked number one in advertisements may be unnecessary as those in "third, fourth or fifth position" will still attract clicks.
Ms Lorica also reported that bidding for less popular keywords could be a cost-effective option.
She claimed that as advertisers will look to compete for the most popular phrases, which consequently pushes up their prices, firms should aim to concentrate on less used words which will still convert into clicks.
However, after creating a PPC strategy marketers were recommended to regularly review their campaigns.
"Failure to monitor and manage your PPC account properly can actually break your business," she said.
Earlier this month, online marketer Darjan Panic wrote on his blog that implementing a PPC scheme is one of the best methods in which to improve search results and generate "handsome earnings".
Submitted by Anonymous on Tue, 22/05/2007 - 14:15