Paying For a Promise

Pay per Click advertising also known as cost per click, is a model used to direct traffic to your website. Advertisers pay the publisher (typically a website owner) when the ad is clicked.

Some Pay Per Click companies refer to each click as a lead.  But if you think about the definition of a lead, it is someone who has expressed interest in your product or service.

You are paying a fee to the Pay Per Click company each time someone clicks your ad and views your website. Ask yourself if the cost per click is going to bring in a qualified prospect that can be converted to a sale?

A serious issue with Pay Per Click is click fraud. It is a continuing trend and a very problematic practice. Click fraud is when an automated program or virus continually clicks an ad. It is difficult to prevent and unfortunately the result is that you spend more advertising dollars than the amount of dollars you get back from advertising “leads”.

There are other unpaid and low cost ways to get qualified prospects to your website. Keep this in mind the next time you are approached by a Pay Per Click “Lead” Company.


About Lorraine Hart

Lorraine Hart, President of Ideal Consulting Services, Inc., has been helping businesses and healthcare practices improve their organizations and become more profitable since 1993. She has written and published numerous articles on business and practice management topics including: Organization, Employees, Sales and Marketing, and Profitability. Lorraine is a past President of the New York City / Long Island Chapter of NARI, the National Association of the Remodeling Industry. Prior to forming Ideal Consulting Services, Lorraine served in an upper middle management position at Grumman Data Systems.
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