There are a number of ways to find customers online, or at least send them to a site. Some of the more common ways involve forum post signatures, email campaigns, or even social marketing. Forum post signatures get the link out there, but the reception depends on the quality of the forum postings and whether or not the person can come across as intelligent or not and his popularity. Email campaigns are almost universally disliked, especially when they come across as spam. Social marketing can work, but really successful advertising requires a person to learn about pay-per-click advertising.
There are obvious questions when it comes to asking what is PPC? Pay-per-click advertising is simply an ad where the advertising is paid depending on how many clicks the ad gets, usually paid for in thousands of clicks. The more popular the site, usually determined by number of hits, the more expensive it is to advertise on the site. Another price adjuster is the placement of the ad — the closer the ad is to one of the hot spots on the site, the more expensive the ad is as well. The price of the ad can either be ongoing, where the price of the ad is paid each time a thousand clicks is reached, or a one-time cost.
Either way, it pays to learn how to use PPC effectively. The first is to make sure that the site and the ad go along well. An ad selling shoes should do well on an athletic or fashion site, but mostly depending on the shoe. An athletic shoe will do poorly on a fashion site, just as a shoe with stiletto heels will do poorly on an athletic site. Matching the ad to the site should be the first priority. This may take some research, but that research will ensure that the ad is effective, and will make a decent return on the investment well after being placed. Something as simple as ensuring complementary status can make or break an ad campaign.
The other priority when it comes to learning how to use PPC effectively is to make sure that the ad itself is interesting but not too interesting. The majority of ad appearance problems comes from the ad being either too conservative or too flashy. The ad needs to stand out from the background of the website, and do so in a pleasing way. Too many ads seem to disappear into the background, ultimately wasting the money spent on them. At the other extreme, some ads are just too flashy with just too much information, turning off customers and possibly being rejected before they are even placed.
Regardless of the steps that one takes in developing your PPC campaign itself, the ad must be placed on the right site and it must look good. By taking those steps it is possible to run a successful ad campaign for any product or service. Once an advertiser learns how to do so, his campaign will do very well.