Super Bowl Ads vs. Pay Per Click
Television advertising during Super Bowl broadcasts have been notoriously expensive for the last few decades. The audience is quite large -- often ninety million people in North America. A few Super Bowl commercials have been remembered for years and years, and there is the possibility that a well-timed, well-designed ad will gain lasting renown. However, for many companies, airing just one commercial during the Super Bowl is not worth it.
According to CNN, a thirty second Super Bowl ad can cost more than two and a half million dollars. Only a few companies can risk spending that much money. Even if their ads get later exposure through streaming video services, that may not pay the bills. The risk/reward concern is especially true for companies whose audiences aren't inclined to watch football, or ones who have a niche audience.
Search engine advertising (or Pay Per Click Advertising) is quite unlikely to get as dramatic exposure as a Super Bowl ad for a company. But it won't cost millions, and as far as trade-offs go, that is pretty good.
PPC bidding can help a company keep its spending right on track. Choosing the right keywords is an excellent way to find a niche audience which cares about a company's products and services. Also, careful search engine advertising is a good method of determining a return on investment.
If you're not sure about pay per click advertising why not set up a small test campaign. For as little as $25 you can start a 7search account and drive traffic to your website. And that's a lot cheaper than a Super Bowl ad!