A Hard Look at PPC, Click Fraud and the Alternatives
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With the creation of the Overture and Google Adwords systems, many webmasters believed they had finally hit the mother lode.It was no longer necessary for small online businesses to invest large amounts of money into Search Engine Optimization (SEO) services to gain high search rankings in the natural search results.
Even webmasters committed to SEO campaigns began to realize its fleeting nature. Given frequent search engine algorithm changes, optimizing a website was no guarantee that in 6 months or less it wouldn't be back to square one and page twenty of the search results.
PAY-PER-CLICK SEARCH ENGINE (PPCSE) PLACEMENT
With the advent of the PPCSE model created by Overture, and followed by Google Adwords, webmasters felt like they had finally found the level playing field that everyone talks about. Hiring a SEO company was no longer necessary to crack the top search engine results. A Page One placement could be purchased and often for far less than the cost of a SEO company's services.
Webmasters discovered that they could get traffic to their website for as little as one cent per click.
Pay-per-click, however, has evolved over the last 5 years and not to the benefit of most webmasters. Although five cents is currently the average starting bid price at most major search engines, many sought after keyword terms can cost as much as $30 - $50 per click. Given the increasingly competitive nature of PPC advertising and spiralling costs, many small- to medium- sized businesses today might be better served hiring a good SEO company to search optimize their websites.
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