Pay Per Click Is Not The Endgame

I am sitting in the Denver airport at the delta crown room watching N'West and Minn play, but I was thinking about PPC and my plans for the future. Really PPC is not the end game. It is the beginning. There are lots of different ways to gain traffic, PPC is just one of many.

So what is the endgame? In my mind it is a site sustainable by its users. Users come back to your site over and over because you fulfill a need, not because they saw your ad.

Using PPC in a "big plan" site would be a way to get users, but the litmus for the traffic coming to your site will be generating a user that returns on a regular basis. (What do you think many of the places you have been driving PPC traffic to in the first place are doing? :) )

In summary, sure... making minisites and sending PPC traffic to it is all fine and dandy, but to move to the next level you need a site that people go to on their own without ads.

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Which PPC Engine Do You Start With?

In reference to my list of working PPC engines, Neil asked, do you test them from the get go or do you only use them if you get a successful campaign in yahoo/google/msn?

You know, I should start with all of them. But really it depends on the niche or my mood, sometimes a combination of both. For example the most recent campaign I created seemed pretty saturated in the big three. I just wanted to run a small test to get an idea of conversion rate, so I picked a tier 2 engine. Since I know historically that the big three usually convert about twice as well as the 2nd tier engines, I can then make a better decision on my campaign when I go full blast with some base conversion rate statistics.

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Affiliate Summit 2008 West Wrap Up

My thoughts on Jason's thing, all the other things and the PPC Ask an Expert session I hosted.

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