Re: Online ad campaign on a small budget

From: Janet Attard <attard_at_businessknowhow.com>
Date: Mon 14 Jul 2003 07:44:06 -0500

David Yancey <dyancey_at_proactics.com> wrote:

> for such systems to experience a sudden burst of key phrase "matches",
> resulting in your keyword-related ad being displayed much more frequently
> for the duration of the burst. You can go to bed thinking you
> have enough
> funds in an account for a few hundred clicks over the coming
> week, and wake
> up to find that all have been consumed overnight.

That is true for Overture and some of the other smaller PPCs, but it's not
for Google. With Google you set a daily budget as well as a maximum PPC
price. Google spreads out your ads throughout the day based on some
algorithm that takes your daily and ppc prices into account.

With the PPC services where the daily cap isn't possible, if you have access
to the web on a regular basis you and can control spending by logging on
daily to see what you have left in your account, and then lowering or
raising ppc bids, or increasing (if you're making money on the traffic) the
amount of money you have deposited.

It would be rare, too, that money is used up "overnight" for most
businesses. Most of the clicks will be daytime. Google shows the spending
results apparntly in real time. Overture's are delayed a day or more,
unfortunately. But if you watch your spending patterns for a few days (on
Google, perhaps first so you can control it), a small site can guestimate
the spending for Overture.

The other way to control spending is through use of less popular keywords.
But then you don't get as much traffic - which is what happens when you use
less popular pay per click or directory services.


--Janet Attard
Author, The Home Office and Small Business Answer Book
Run, market, and grow your business with help from Business Know-How
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Received on Mon Jul 14 2003 - 07:44:06 CDT