Back in the late 1990’s, pay-per-click advertising (PPC) was a novel idea, and prices for PPC were low. Over the years the price for popular words has elevated significantly. Google has seen the greatest benefit of the increase in prices for PPC. A single click on a popular word can cost as much as $100.00!

Despite the high cost of some key words, certain companies are still willing to pay exorbitant fees in an attempt to drive targeted traffic to their websites. That being said, apart from the sometimes high cost of PPC advertising, it does not always direct qualified prospects to your website.

Here are 3 groups of people who may be clicking on your PPC ad.

Competitors

Many times competitors of a company will click on the adversary’s website, scoping out the competition, benchmarking your high-quality website, drawing inspiration from the well-written copy. Obviously your competitor has no intention to buy your product or service, but if they click on a PPC ad you will still be paying for it.

Loyal Customers

If your current customers, people who are already very loyal to you, click on your PPC ad, that can be unproductive and expensive. If they are occasional customers, people who still might buy from a rival, that is a different story of course.

Disgruntled Employees and Enemies

Some people know that your PPC ad is expensive. They dislike your company, and they want to make you pay. Google has a real time system to prevent most of the damage, and it is fairly complex and robust, but someone really focused with a lot of time on their hands, particularly with solid tech knowledge or a lot of resources, could make your company pay. Eliminating the effectiveness of these malcontents is a high priority for Google, and they are making impressive strides to do so all the time.

If you’d like help promoting your business without using Pay Per Click Advertising, contact us, The Sherwood Group, Graphic Design & Website Design.

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This article is published by Will Sherwood | The Sherwood Group |Website Design | Graphic Design | Marketing Communications: The Sherwood Group has over 30 years of experience working with all sorts of companies, small and large. Our clients range from entrepreneurs to Fortune 500 firms, in nearly every business sector, from across the street to around the world (and yes, even Europe, China, and South America). Our goal is to create advertising,  graphic design, website design, and marketing communication that still looks fresh and relevant 10-15 years later. Our mission is to stir your imagination and leave your competition shaken and wondering,  Now what do we do?”  We are located in Myrtle Beach, South Carolina.

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