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    In this age of speed dialing, T1 lines and other forms of high-tech instant gratification, many webmasters find themselves tempted to engage in pay-per-click advertising. After all, if you’ve just designed a state-of-the-art website, there’s nothing quite as gratifying as a steady stream of traffic right from the start. Webmasters with open wallets have found that pay-per-click can provide traffic within hours or even minutes of a website’s launch.

    Pay-per-click Pros

    Before considering the perils and pitfalls of pay-per-click, it’s worthwhile to remember that in some instances, pay-per-click is a good market strategy. A number of reputable SEO firms combine pay-per-click management with search engine optimization as a method of getting their clients the clicks they need. Pay-per-click can be an especially effective strategy for:

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    e-art website, there’s nothing quite as gratifying as a steady stream of traffic right from the start. Webmasters with open wallets have found that pay-per-click can provide traffic within hours or even minutes of a website’s launch.

    Pay-per-click Pros

    Before considering the perils and pitfalls of pay-per-click, it’s worthwhile to remember that in some instances, pay-per-click is a good market strategy. A number of reputable SEO firms combine pay-per-click management with search engine optimization as a method of getting their clients the clicks they need. Pay-per-click can be an especially effective strategy for:

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    Pay-per-click Pros

    Before considering the perils and pitfalls of pay-per-click, it’s worthwhile to remember that in some instances, pay-per-click is a good market strategy. A number of reputable SEO firms combine pay-per-click management with search engine optimization as a method of getting their clients the clicks they need. Pay-per-click can be an especially effective strategy for:

    • companies trying to beat a competitor to market with a new product who want to garner substantial traffic while waiting for their SEO efforts to kick in

    • webmasters with deep pockets who are more concerned about establishing a

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    le SEO firms combine pay-per-click management with search engine optimization as a method of getting their clients the clicks they need. Pay-per-click can be an especially effective strategy for:

    • companies trying to beat a competitor to market with a new product who want to garner substantial traffic while waiting for their SEO efforts to kick in

    • webmasters with deep pockets who are more concerned about establishing a

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    ing to beat a competitor to market with a new product who want to garner substantial traffic while waiting for their SEO efforts to kick in

    • webmasters with deep pockets who are more concerned about establishing a quick presence than long-term return on investment

    • webmasters who are reaping a return on investment high enough to justify expenditures on pay-per-click

    Significant Drawbacks

    Although there are valid reasons to engage in pay-per-click advertising campaigns, there are also enough drawbacks to give any webmaster pause.

    Companies considering pay-per-click need to determine the primary purpose of their marketing campaign—whether it be immediate sales, building website value, or a combination of the two. If immediate sales is the goal and a worthwhile return on investment is being achieved, pay-per-click may be the strategy of choice—at least until good search engine positioning can be obtained.

    Webmasters seeking to build a valuable web-based business should remember that whenever the money “spigot” for pay-per-click stops, so do the cli

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